excellent analytics tip #11 by avinash kaushik
5 step program:
1. don't obsess about your home page
graph home page visits over time (y axis is % visitors)
what % of site traffic actually views your home page?
2. compute your cliff, then jump
this applies if a 'small' number of pages accounts for 'most' of your traffic. for ticketing sites such as ticketmaster and razorgator, i have not found this to be the case.
3. bounce rate - it's good for you
what is wrong with the page?
content, calls to action, navigation?
who is coming to the page?
referring urls, campaign id's, search keywords, etc?
expired promotion?
20% (ok), 35% (cause for concern), 50% (worry)
4. site overlay - something to love
why is page underperforming?
where are people clicking?
5. think holistically - multiple metrics, key context
you actually have to interact with your web pages to pinpoint problems.
bonus: insight -> improvements: multivariate testing rocks
test all ideas, don't go live with just one.
test different images, calls to action, content and layout that works best for your customers
tools: offermatica, optimost, sitespect, google's website optimizer
javascript tags on the page
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