How can proper website reporting help you make critical business decisions?

Apis Design Inc.

The missing link…

So what?

• Helps answer asset allocation questions– Traditional vs. digital– Search / banner / email / social

• Opportunity / threat monitoring tools– Competition, industry, clients– Keyword targeting

Path and tracking…

Visitors

1

Sources

http://www.

2

Content

3

Goals

4

Visitor tracking

• What can you track?– Language, ISP, connection type– Browsers, OS, Screens, Flash, Java, etc.– Geography of visitor

• Not very specific but a really good tool to see group behavior

• Helps to identify usability flaws1

Traffic sources

• Search engines– What are they looking for? Keywords?

• Referring sites– Where do they come from?

• Direct traffic– How does traditional media spending affect

traffic to the site?2

Site content

• Helps to answer questions:– Where people go on your site– How much time they spend– Are they interested

• Pay attention to: – Landing / exit pages– Bounce rates– Pageviews 3

Tracking goals…

• Setting the goals up– Think in terms of your end result– Identifying conversion path

• Tracking conversions– Shopping carts, RFQ submissions

• Analyzing conversions

4

Reporting options

• General website performance– Visitors, sources, content, conversions

• Keywords (organic) performance– Target keywords, competitor keywords

• PPC Campaign performance• Social media monitoring

– Vanity, industry, competitor

Path and tracking…

Visitors

1

Sources

http://www.

2

Content

3

Goals

4

Key takeaways…

• Gather information, analyze, react– Not the other way around

• Think in terms of the end result– Not how to get traffic but what is a conversion

for you?

• Use reporting to make better decisions– It’s at your fingertips already

• “So what?” is what it’s all about

Do you currently have a website reporting vendor / company?

If you do, then do you pay attention to what those reports say?

What’s currently missing from your reports?

What’s the website information that will help you solve business problem?