Web Site Analytics - What Are Users Doing on Your Site?
Macy Creative offers expert web analytics services to help you better understand how users are reaching your site, and what they are doing once they get there. By analyzing traffic patterns and site usage, areas of improvement can be targeted to help you more effectively use your web site to market your product or service.
Tracking Conversion Rates from Various Traffic Sources
One of the key elements in web analytics is assessing what is known as the 'conversion rate'. That is, the rate at which users perform a specific action, such as filling out a lead request form, or making an online purchase. These actions are deemed a 'conversion'. Your web site may have multiple types of conversions. One might be a filling out a request form to receive additional product information. A second could be signing up for an online newsletter. A third could be making a purchase online. The conversion rate is the percentage of web users that complete a particular action.
Understanding what types of traffic convert the best is critical to making informed decisions about how you spend your online marketing budget. Does a paid directory listing result in more conversions? Do particular pay per click terms convert well? Is there a segment of users from a particular geographic area that convert the best?
Not All Sources of Web Traffic Are Equal
Most customers are concerned with the volume of visitors. While more is definitely better, it doesn't always mean more business or conversions. Different sources of web traffic have vastly different conversion rates.
For example, your site may have received an incoming link from a hugely popular blog. You may have had thousands of visitors flood your site overnight - but not received a single sale or lead. This is because the visitors may have been simply 'window shopping' - just surfing the net from one site to another without any real intent to purchase your products or services. While this exposure is beneficial from an awareness standpoint, a large flood of traffic such as this may not result in a flood of conversions.
Now take the example of users searching for very specific phrases in a search engines, say "North Scottsdale autobody shop". High rankings for a single specific phrase such as this each only bring you a handful of visitors a day, however your service offerings may very closely match what the visitor is looking for. In this case the visitor's intent was very specific and would typically result in a very high conversion rate.
Macy Creative can assess the conversion rate of visitors to your web site to determine the effectiveness of online marketing techniques such as search engine optimization, pay per click listings.