Three Quick Fixes to Improve Site Results - from Web Analytics Conference
March 31, 2005
MarketingSherpa Publisher Anne Holland returned from last weeks Web analytics conference in Utah armed with advice for readers. According to MarketingSherpa data, "only 28.7% of online marketers have Web analytics data at their fingertips and refer to it frequently to make better decisions." But she says that checking the actual data pays off. "Marketers who frequently check their analytics reports tend to get around 25% higher conversion rates than everyone else does". I think it also pays off to listen to what that 28.7% has found out:
Three ways to improve site results:
1. Super-simple design. She says, "The most successful Web pages are BORING. In general, more columns, more images, more razzle-dazzle (Flash), more hotlinks, more colors, more paths ... equals lower conversions."
2. Track cannibalization of links on your site. That hot new offer may be getting lots of clicks, but is it detracting from the other links? Know which link path is most profitable and drive traffic accordingly.
3. Link images to another page. MarketingSherpa reports that loads of people are clicking on images, expecting them to be links. Holland recommends including hotlinks to related pages rather than just popups, as more pages can help search engine optimization, plus you're letting the visitor follow the conversion path they're most interested in.
Holland had 9 more tidbits tried and tested by Web analytics fans you can read about here...
Three ways to improve site results:
1. Super-simple design. She says, "The most successful Web pages are BORING. In general, more columns, more images, more razzle-dazzle (Flash), more hotlinks, more colors, more paths ... equals lower conversions."
2. Track cannibalization of links on your site. That hot new offer may be getting lots of clicks, but is it detracting from the other links? Know which link path is most profitable and drive traffic accordingly.
3. Link images to another page. MarketingSherpa reports that loads of people are clicking on images, expecting them to be links. Holland recommends including hotlinks to related pages rather than just popups, as more pages can help search engine optimization, plus you're letting the visitor follow the conversion path they're most interested in.
Holland had 9 more tidbits tried and tested by Web analytics fans you can read about here...
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