One of the biggest challenges for many web marketing executives is taking all the great data that comes from web servers, analytics programs and the like and turn it into “actionable” information. By actionable, I mean that there is a clear set of possible actions that one can glean from the data. One example, might be to look at web traffic information combined with the number of conversions for a specific group of web pages. What this could tell you is the percentage of visitors to actual conversions for the target pages.
Here is where this process gets challenging. What can this data show us? The combined information can begin to show how effective the webpages are at converting visitors or that changes are needed to the target pages so that they do a better job of converting. What is not immediately apparent is the number of visitors that left immediately (also called the bounce rate). We also will need more information such as what drove these visitors to our pages. Did the visitors come from a search engine, email campaign, links on another website, a blog, or other promotion? The more information you have the better informed you can be as to what causes visitor behavior. Once you know what is working you can begin to do more of that activity.
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