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Monday, March 17, 2008
Speaker: · Matthew Bailey, President, SiteLogic
I was really impressed with Mr. Bailey as he provided some great information about Analytics.
First of all, he explained the difference between reporting and analysis. If you are reporting numbers, this is not analysis. Analysis allows you to make changes to your website.
Mr. Bailey provided a quote by Eric Peterson author of the book Web Analytics Demystified, “Web analytics works best when measurement expectations are clearly defined in advance not after the fact or on an ad-hoc basis”
You need to establish goals first, and then you can look at the sales, leads, contact forms, downloads, and page views. Are you reaching goals? Ask yourself this question instead of how many people are coming into your website, how many monthly visitors you receive, or what your top 10 keywords are. Are you reaching your goals?
Mr. Bailey stated another important thing to understand is that there is no such thing as accuracy when it comes to your analytics. Every analytics program will give you different results. The key is looking for trends in the data instead.
The best you can do for your website is segmentation. Where did your customers come from? What were they looking for? What action did they take once they were in your website?
You cannot treat all customers the same. Classify customers on what they are looking for.
Remember that the analytics is only giving you information. They do not tell you what to do with the information.
Another thing to remember, there is no such thing as a home page. Every page in your website is a home page. Keep this in mind and remember it!!
Don’t focus on what your competitors are doing. Focus on what you are doing. Your competitors could be doing it all wrong.
One blog that Mr. Bailey suggests watching to learn more about analytics is http://www.kaushik.net
I will be back with more information soon!
by: Shawna Seigel
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