Post by account_disabled on Dec 23, 2023 11:59:26 GMT 2
One of the fundamental advantages of online advertising is the ability to "make mistakes faster", as Avinash Kaushik wrote. You can monitor the behavior of all or a group of visitors to your website, see how long they stayed on the website, how many pages they viewed, etc. Inspired by the book Web Analytics 2.0, I will offer you an example of why it is not always good to focus on these indicators. Every website has a goal Every website, whether it's a corporate presentation or a personal blog, has a purpose. It can be the acquisition of new clients or just strengthening awareness of your person. The basic metric for evaluating the success of not only online campaigns, but also the entire website, should be its success in meeting these goals .
Honestly, do you C Level Executive List think that a user with a longer time on the site has a higher chance of converting? It doesn't always have to be like that, maybe he just couldn't find what he was looking for or thought about your order form for so long that he went to a competitor instead . Try creating a segment for visitors with above average time on site and look at their conversion rate. You might be surprised. Focus on results The situation described above is especially valid for microsites and blogs. Take a look at the screenshot below to see the PPC ad statistics for the microsite. Using the virtual display of the page, we measure the number of submitted forms. Now mentally answer the question “is this traffic source successful”? image Metrics expressing the behavior of visitors on the website. But what will you learn from them? From this point of view, the page/visit metric (or even the abandonment rate) comes to mind as a possibility to evaluate success.
Predsalen, as long as the only scenario in which Google Analytics reports 2 pages per visit is a form submission, this seems like a relevant metric. In our example, it is 1.42% better than the average of all traffic sources. We could (wrongly) consider it a success . Fortunately, we also measure the goals of this microsite using conversions . Check out the second screenshot below. Now this resource no longer looks so successful. image The conversion measurement gives a better view than the metrics in the previous screenshot. Establishing and subsequently measuring the goals of the website is therefore the basis . Now you could argue to me that this example does not prove anything for large e-shops , where the purchasing patterns of users can be dramatically different and where the goals are completely clear - profit, or return on investment in the acquisition of new visitors.
Honestly, do you C Level Executive List think that a user with a longer time on the site has a higher chance of converting? It doesn't always have to be like that, maybe he just couldn't find what he was looking for or thought about your order form for so long that he went to a competitor instead . Try creating a segment for visitors with above average time on site and look at their conversion rate. You might be surprised. Focus on results The situation described above is especially valid for microsites and blogs. Take a look at the screenshot below to see the PPC ad statistics for the microsite. Using the virtual display of the page, we measure the number of submitted forms. Now mentally answer the question “is this traffic source successful”? image Metrics expressing the behavior of visitors on the website. But what will you learn from them? From this point of view, the page/visit metric (or even the abandonment rate) comes to mind as a possibility to evaluate success.
Predsalen, as long as the only scenario in which Google Analytics reports 2 pages per visit is a form submission, this seems like a relevant metric. In our example, it is 1.42% better than the average of all traffic sources. We could (wrongly) consider it a success . Fortunately, we also measure the goals of this microsite using conversions . Check out the second screenshot below. Now this resource no longer looks so successful. image The conversion measurement gives a better view than the metrics in the previous screenshot. Establishing and subsequently measuring the goals of the website is therefore the basis . Now you could argue to me that this example does not prove anything for large e-shops , where the purchasing patterns of users can be dramatically different and where the goals are completely clear - profit, or return on investment in the acquisition of new visitors.