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 40 Web Tracking and Analytics COVER STORY


went to on average, and the length of time they spent browsing.


Comparisons by time.


Comparisons can be espe- cially useful if you are run- ning an advertisement or having a sale. If a promo was running for six weeks, how does traffi c compare for that period compared to the weeks before and aſt er? Did the ad provide a signifi cant boost? Also, if it was a web link, how much traffi c came from people clicking on that banner?


Checkout data.


Most checkout systems are several pages long. If customers exit before completing the purchase, at which step did they abandon the process? Checking on this vital fact will show where there may be an issue.


Amount of viewers engaged with social media.


The more you know


about your visitors, the better you will be at serving their needs.


Using analytics lets you know how many visitors like the brand on Face- book, or +1 it on Google+.


All of the previous features are standard with Google Analytics. However, if you really want to connect it with your specifi c business, custom reports and tracking give the opportunity to take a


closer look at what is really important to you. Alerts can inform you if something is wrong with the site, quickly and easily. For example, the dreaded “404 Page Not Found” error message can be fi xed in a snap, avoiding disgruntled custom- ers. As Tim Leighton- Boyce writes on his ecommerce blog, CX Focus, “If someone comes to your site and all they get is an error, they may not give you a second chance. To adapt a well-known analytics phrase: ‘T ey came, you slapped them in the face, they left.’ So a quick fix for these problems is very valuable indeed. Using Custom Alerts, I cannot only see that there’s been a sudden increase in 404 pages, but also an instant analysis of the source of these visits, and, since these visitors are being referred from another site, there’s also a handy but on to take me to the referring page with the dodgy


link. So I can click straight over there and try to sort things out. In short, GA tells me something’s wrong, suggests what the cause may be, and even helps me on my way to providing a fi x.” Put ing a lit le bit of time into understanding all


of the features analytics can off er is well worth the eff ort. T e more you know about your visitors, the bet er you will be at serving their needs.


Find other great ideas for running your business at: www.wholesalecentral.com/wholesale–news 42 March 2012


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