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Google Analytics is a free statistical tool that allows you to easily see how your visitors interact with your website. There are over 80 different reports that include such things as how they found your website, what terms they used when searching, how long they stayed on your site, and the pages they visited. The reports are really very good and give you an amazing amount of information that you wouldn't be able to put together easily from your logs. If you own an e-commerce site then there is a feature that is called “Funnel Visualization” that will be of great interest to you. This tool will tell you where you are losing you paying, or in this case non-paying customers. It will track your customers actions all the way through to your checkout button. By knowing what page or pages your prospective customers are leaving the checkout process you will be able to tweak those pages in order to keep them going all the way to the final checkout page. A second feature that is great for multi-page websites is called “Site Overlay.” This slick feature superimposed the click through data right onto your website pages. By doing this you get an instant visual of what buttons your users are clicking. When you view the site overlay you will see a bar graph next to each link that will give you the relative percentage of clicks. This is amazing because now you know what your visitors are interested in the most and you can organize your pages and links to cater to those choices. Do you use Google Adwords or have you considered it? If so then Google Analytics will be an amazing partner in your efforts. All of your cost and conversion data will be imported automatically from each page. What this does for you is allow you to evaluate the effectiveness of each campaign. If you know your keyword conversion rates then you can easily test and change to increase your ROI. So you now have free access to a service that will allow you to see in-depth information about your website. It includes your visitors habits such as how they got to your site, the search terms they used, and even their buying and browsing habits. All in all this is an amazing service. So far everything sounds great doesn't it? How much do you think it would cost to create or purchase a package like this that can give you every kind of report you need to fine tune your website into a perfect marketing machine? I think it would be out of reach for most of us. So, why does Google give all of us this information freely? Other than Google I don't know that anyone really has that answer. The only thing you need to consider now is if you want Google to know everything about your website and it's visitors. That is the trade off. Now, to be fair to Google they do, in their terms of service, state that they will not share information with third parties without your consent or only for legal reasons. Implementing Google Analytics is pretty easy for the most part. When you sign up and create your account Google will give you a small piece of javascript to place on the pages you wish to have tracked. Within 24 hours you will be able to review your site's basic data. If you need to know the kind of information that Google Analytics provides and are comfortable with Google having access to this sensitive information then sign up quick because I can guarantee that many of your competitors have already done so and are on the road to creating their own marketing machine. |
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