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Common web analytics mistakes highlighted
01/07/2010
A marketing expert has claimed that too many businesses are failing to take advantage of analytics.
Web designers and marketers have been advised about the importance of web analytics and the most crucial statistics to watch out for.
Writing for Chief Marketer, Alexander Kesler points out that, despite it being possible to track every aspect of a visit to the site with a good service like Google Analytics, many businesses fail to take advantage of this.
He identifies bounce rates and traffic sources as key factors that every website owner should track, while the importance of analysing conversion paths is also emphasised.
The value of testing is then highlighted and Mr Kesler explains how both A/B testing and multivariate testing can help.
He adds: "Remember, it is important is that testing takes place continuously, to keep pace with the ever-evolving competitive landscape of online marketing.
"Continuous testing (also known as optimisation) and close monitoring of site analytics are central aspects of managing a profitable website."
While all aspects of a website can be improved through testing, calls-to-action can especially benefit from it.
Posted by Mahesh Patel
Writing for Chief Marketer, Alexander Kesler points out that, despite it being possible to track every aspect of a visit to the site with a good service like Google Analytics, many businesses fail to take advantage of this.
He identifies bounce rates and traffic sources as key factors that every website owner should track, while the importance of analysing conversion paths is also emphasised.
The value of testing is then highlighted and Mr Kesler explains how both A/B testing and multivariate testing can help.
He adds: "Remember, it is important is that testing takes place continuously, to keep pace with the ever-evolving competitive landscape of online marketing.
"Continuous testing (also known as optimisation) and close monitoring of site analytics are central aspects of managing a profitable website."
While all aspects of a website can be improved through testing, calls-to-action can especially benefit from it.
Posted by Mahesh Patel