Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity

Four metrics are relevant for studying behavior: Visitor Loyalty, Visitor Recency, Length of Visit, and Depth of Visit. I’ll suggest possible actions you should take based on the data you get from these metrics. Visitor Loyalty Visitor Loyalty tells you how often Visitors visit your website during the reporting period. Take a look at the graphs in

Now you can easily segment the behavior that is accretive to your business, four pages or more, and analyze customers (the 24 percent) who exhibit that behavior. You can dive in and understand what their preferences are. Do they like sports? Podcasts? International stories?

It will help you understand navigational challenges on your website, it will help you understand visitor intent, and it will suggest optimization actions you can take.

For this reason I am a huge fan of focusing on the What’s Changed report. ClickTracks was the first tool to offer this report, and it is easy to use.

Often we must go to the IT team to get anything implemented on our website, from a new button that converted better in an A/B test to rearchitecting the site to make it more SEO friendly.

Ask each vendor what process would be required to track your pay-per-click/search engine marketing campaigns (this in and of itself can be a huge pain, with all the work required, so go with the least painful option).

By customizing your JavaScript tag to collect intelligent metadata, you can significantly enhance the types of advanced analysis you do with your web analytics tool. For example, a newspaper publisher can

Knowing which sites are new at sending me traffic is fantastic. I can investigate why they suddenly started sending traffic. If they are relevant to my business, perhaps I want to strike an affiliate deal with them or even investigate advertising possibilities.

you can measure Goal Conversions, ecommerce, or, my favorite, the end-to-end view (Clicks).