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Have you ever wondered what users are actually doing on your website? Or why your traffic to the site is really high but not converting to sales?
In today’s ever competitive online market having a website is simply not enough to guarantee online sales. Every website should have some sort of analytics installed so web site owners are able monitor and react to trends on their site. If finding out about analytics is on your constantly on your to-do list, move it the top quick, as you could be the last to know why your website isn’t converting.
As with most products, there is a great range of varying products to choose from and each has their own benefits and disadvantages. But it will depend on the level of information that you want to retrieve from your analytics package.
Google Analytics is one of the most used analytics packages which could be due in part to the fact that it is free. The functionality of the product in my opinion is great as it allows all sorts of data to be analysed including, traffic sources, e-commerce tracking and the ability to track website specific goals.
Yahoo has recently acquired Index Tools to create Yahoo Web Analytics. I am yet to use this analytics package but one of the benefits stated is that the data within the reports is updated within minutes enabling you to react immediately to website activity. In addition to the standard reports you are also able to create custom-designed reports.
As you would expect free packages are only able to cover a certain amount and as the price tag increases you begin to receive a lot more for your money, plus dedicated support which is ideal if your website is a big e-commerce site.
ClickTracks is a package which can be purchased and contains a whole feast of data and information. In addition to providing comprehensive reports ClickTracks user interface aims to help you find the answers to your questions quicker. Plus if you don’t want to be adding code to your website then ClickTracks is able to analyse your sites’ log files.
WebTrends uses award winning technology which monitors your customer’s behaviour on your site and collects this information which can then be analysed which is really useful for large retail sites. Areas of success on site are easily identified, which can then be used to improve your site’s performance resulting in more conversions.
This is just a short analysis of four different analytics packages which are available and there are many more. But one thing is for sure; there is no excuse not to have an analytics package on your website.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.