By Jason Burby
Understanding every little thing you could approximately every one click on in your website may also help make strategic judgements concerning your enterprise. This publication is ready the why, not only the how, of internet analytics and the principles for constructing a "culture of study" within your company. Why you might want to gather a number of kinds of facts. Why you wish a technique. Why it needs to stay versatile. Why your info needs to generate significant motion. The authors resolution those severe questions-and many more-using their decade of expertise in net analytics.
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Extra info for Actionable web analytics: using data to make smart business decisions
But when analytics becomes divorced from performance-marketing techniques, it can become dangerous to a company. ” may well apply to the site itself. If the point is to drive users to sign up for the military, shouldn’t there be somewhere they can actually do so? qxd CHAPTER 2: PERFORMANCE MARKETING ■ 22 4/23/07 11:14 AM Page 22 To explain what we mean, let’s look at a certain practice that’s become popular among the analytics-minded set. For lack of a better word, we’ll call it page-packing. The technique rests on short-term understanding of business objectives.
How does this work in the real world? Let’s look at a few case studies, where our company encountered typical marketing problems and resolved them through performance marketing techniques. qxd CHAPTER 2: PERFORMANCE MARKETING ■ 24 4/23/07 11:14 AM Page 24 However, the company wasn’t primarily in the business of selling basketball shoes. When we looked at their website, we saw that they sold a wide variety of shoes, the vast majority of which had nothing to do with sports. When we spoke with people throughout the organization, we soon realized that the company’s focus on its star was producing a lot of grumbling in the ranks.
In the best scenario, you should try a number of different designs for each initiative, test them to find the best ones, and then optimize them from there. If that’s not feasible, then choose one direction, but be sure it’s working the way you want it to. If you decide to unleash your imagination, check your conversion rates to ensure that you’re accomplishing your goals. At the same time, if you’re driving hard to push users down a particular behavioral path, you may also want to conduct an occasional attitudinal survey to find out whether you’re annoying them and what impact this may have on the overall brand perception of your site.
Actionable web analytics: using data to make smart business decisions by Jason Burby