I attended two presentations last week that discussed tools that can be used to gain insight into how user behavior on landing pages can be tracked for optimization purposes; one by Dr. Tal Schwartz and another by Tim Ash. As a psychology major, any way that analyzing how a user behaves on site and using this for optimization purposes, is very interesting to me. They discussed various tools that allow you to analyze behavior using different means such as heat maps, conversion funnels, and form reporting.
Archive for Web Analytics
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Online Marketing Virtual Summit: Analyzing Behavior to Optimize Landing Pages
Jon Legler
07Jun
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Mike Flanagan on the Building Blocks of Analytics
Jamie LeRoy
Are you tracking your consumers’ every online move? Chances are, probably not as well as you should be. You’re not alone. According to a BusinessWeek study, cited in Mike Flanagan’s latest Adotas article, “Building Blocks of Analytics,” only 38 percent of marketers claim to be confident of tracking the right metrics to measure marketing performance.
Read the full article…24Mar
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Bounce Rates May Factor into Search Engine Rankings
Terri Greene
Factors seem endless for search marketers trying to rank websites in search engine result pages. In a recent blogpost by Eric Enge he shed some light on the subject of bounce rates affecting search engine rankings. In other words, if you have a high bounce rate on your site, you could see lower rankings or if you have lower bounce rates, you could see ranking increases.
19Dec
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Google Strengthens Analytics Service
Kevin Marsh
Google strengthened its analytics services on June 24th by introducing a new Ad Planner service. The service provides media planners’ visibility into which Web sites are frequently visited by their target audience. Ad Planner provides information on a Web sites traffic and demographics, as well as more specific data such as age, gender, education, household income and even keywords used by visitors during searches.
Google’s efforts are targeted directly at media planners that otherwise might not have had access to Web analytics. Now that the primary roadblock to effective ad targeting has been removed, it is likely that Google will see increased revenue from coming from media planners at smaller agencies.
For eMarketer’s perspective on Google’s new Web analytics service click here.
For information directly from Google regarding their Ad Planner service click here.
30Jun
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Online Metrics Increasing in Importance
Jamie LeRoy
Interactive Marketing may be getting a facelift this year according to MediaPost’s “Metrics are the New Black” article. According to a recent Forrester Research Survey, interactive channels are expected to be more effective at “delivering on every marketing goal including selling products or services online, driving traffic to a Web site, generating leads and, most importantly, building relationships and loyalty.” The survey also shows that the biggest difference between online and traditional marketing is the availabilty of key performance metrics that are not as accessible offline. However, the tried and true click-through-rate (CTR) may be too simplistic already. Marketers are now focusing on evaluating higher-level metrics–customer engagement, time spent and interaction rates, overall brand sentiment, and true brand conversions on the Web.
16Apr
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SES NYC 2008: Ad Testing Research & Findings
Morgan Kelly
“Connection between intent & content” was the topic of discussion in a panel moderated by Steven Kaufman (SVP Media Director, Digitas) and included panelists Andrew Goodman (Principal, Page Zero Media), Bill Barnes (Co-Founder & Executive Vice President, Enquiro Search Solutions Inc.), and Anton Konikoff (Founder and CEO, Acronym Media).
21Mar
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Google Provides Means for Industry Benchmarking
Kevin Marsh
Google now offers a program for Google Analytics users to share their websites performance data. The data is contributed anonymously on an opt-in basis. It is then aggregated with data from contributors in the same industry creating an industry average. This provides insight into how a user’s website performs against others in their industry or vertical.
10Mar
