How to analyze web traffic<br />Consumer behavior on the website<br />
Objective<br />Follow a simple step-by-step process to: <br />Analyze your website. <br />Discover quickest ways to improve performance. <br />Grow traffic, leads, revenue. <br />Be a hero.<br />This example is a site that aims to generate leads for salespeople.<br />
Traffic Sources<br />Look at what the most important sources of web traffic are<br />This site has a large part of “over the transom” traffic from direct type-in and organic search. They are probably not spending much on online marketing, so that’s where their quickest opportunity is to grow.<br />Since they’re not doing much online marketing, they can find some affordable sources with high ROI. If they’re doing offline marketing to drive the high % of direct, they will drive more traffic for less money online.<br />
Where do they land?<br />80% of traffic lands on 3 pages<br />45% see the Product Details page first – from deep links directly to products (classifieds and affiliates)<br />27% see the Home Page first (mostly direct/type in)<br />7% see Search Results<br />
Then what happens?<br />88% of people leave the site after looking at the Product Details page – about 25K people in one month<br />60% of users leave the site after looking at Search Results <br />30% of users leave the site after looking at the Home Page<br />Reducing the bounce rate is the first major opportunity to improve website conversion<br />
A side issue with Entry Pages<br />A lot of Errors on entry – about 1200 visits last month.<br />Probably products that are not updated – check feed to partners and update frequently<br />
Where do Home Page people go?<br />52% search for products<br />30% Leave the site<br />7% Search for services<br />ALL other actions only taken by 7% of users combined<br />Test eliminating these “minor” calls to action to improve bounce rate<br />
Process to improve conversion on site<br />Brainstorm ideas for page design [TEAM]<br />Design 3-4 versions of these pages [DESIGNER]<br />Send portion of traffic to each version through Google Optimizer [DEVELOPER]<br />Measure which performs the best (lower bounce rate, higher inquiry rate) [MARKETING]<br />Repeat with other pages<br />Simultaneously: Fix errors, implement survey on site to see why users leave site to get more ideas to test<br />
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.