Web & Search Analytics
Importance of Actionable Metrics
Your business most probably uses some solution to measure your
web site activity but unless you can monitor and track actionable
metrics there is little point in having this information.
Whatever web analytics solution you use we'll show how you can identify
problems with your web site and how you can measure the level to
which visitors engage with your site. With good quality web site
intelligence you can gain a clearer insight into what your
visitors really want and how you can improve the way you
meet those needs.
Building Stronger Relationships with Your Clients
At Optimize we work closely with you to understand your visitors
much more precisely and show how you can build stronger relationships with
them in the process. This may involve helping you identify the most
appropriate metrics to monitor and this, to a large extent, will
depend on the objectives you have set for your web site.
Content metrics can monitor where the design, layout or navigation
of your site could be improved. They can also highlight the content
that encourages the most profitable activity from your visitors.
Commerce metrics, on the other hand, measure the effectiveness of
your web site's sales efforts online. Your core metrics might include
the tracking of scanning visitors (who visit few pages in a short
timeframe) or committed visitors (who view a large number of pages).
Or you could define your metrics to compare the profitability of
visitors coming through search engines and those coming through other
marketing channels (such as banner ads or affiliate programmes).
Either way, visitors to your web site can be grouped together, with
each group displaying a different behaviour pattern that you can
track and act upon.
Whereas it may seem appropriate only to monitor 'Sessions' or other
hard figures from your web logs, it is usually much more
important to measure trends in metrics - to focus on whether
things are getting better or worse. For many reasons inaccuracies
in web log files are quite common - and to a large extent they are
unavoidable. These inaccuracies feed through to web log reports and
consequently to web site metrics. However, by measuring trends rather
than absolutes, inaccuracies become less significant.
However we help you, everything we do will work towards maximising
your return on investment (ROI).
Call us today on 020 8879 3180 to find out more
about how we can help you gain a real insight into how well your
web site is performing.