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 40 Web Tracking and Analytics COVER STORY


focus. You might fi nd, for instance, that 80 percent of your buyers arrive at a particular conversion page within two minutes of reaching your site—in which case you might try routing all traffi c to that page faster.”


Following are some important things that Google Analytics will tell you about your site:


The device or operating system visitors are using.


Sites look diff erently on Internet Explorer vs. Chrome, and there is a major diff erence between viewing on a computer instead of a tablet or smart- phone. If analytics informs you that 19 percent of your visits come from mobile devices, and the site is not optimized for smaller screens,


it


indicates that it may be time to make your site mobile-compliant.


Where visitors are coming from.


If 75 percent of the people coming to the site are doing a search for spark plugs, yet it only represents


24 percent of your total sales, what does that mean for the price and/or quality of the product? Con- versely, if only fi ve percent of the searches are for Christmas lights, yet they represent 30 percent of total sales, this is a good sign that the item should be front and center, because people are buying. In addition, what sites are linking to you? If there is a steep increase in traffi c from a certain site, why is that occurring?


When Google Analytics data is linked with AdWords, the patterns and trails made by your visitors who convert


(and those who don’t) come into much sharper focus.


The bounce rate and amount of time people are on the site.


Bounce rate is an incredibly impor- tant statistic to keep track of. It signifi es the number of people that come to your site and leave aſt er view- ing the fi rst page. T e lower the bounce rate


the bet er, because it means that more visitors stuck around to further examine the site. You can fur- ther break it down into bounce rate for fi rst-time visitors, which will show how people unfamiliar with the site explore more pages. In addition, ana- lytics let the user know how many pages visitors


Continued On 42  40 March 2012


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