Website Analytics & Evaluation - Measure and Continuously Improve

What are Website Analytics?

Definition

The Web Analytics Association defines web analytics as "the objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimize websites and marketing initiatives."  Basically, it's one of the website health checks.

Measure your marketing efforts

With the internet marketing channel, every interaction with your website can be measured.  From analytics tools you can understand your visitors, traffic patterns, marketing campaigns, conversion dynamics and more.  It is becoming increasingly easier to maximize the ROI of any online marketing campaign.

Find out where people are coming from, which sites are promoting you successfully, which online advertising is working and then react accordingly.   With analytics the guesswork involved in where to spend your marketing budget reduces dramatically.

For many businesses the internet has become the most important marketing channel.  With this channel to market you should know the return on your marketing budget.

Website Analytics 

No more guessing with your online marketing

There was a time when marketing was 50% intuition, but those days are over!  Every visitor can be counted and analysed.  It is now more critical than ever to understand and react to what your visitors are doing on your site. 

By understanding your visitors we can:

	Develop appropriate web page copy
	Adjust navigational links to reduce visitor choke points
	Align your selling methodology with the visitor's buying methodology
	Design pages to encourage conversion

The level of sophistication is such that hour by hour we can modify and test webpages to optimize the conversion rates of visitors.

Website Analytics - How We Measure

Analytical software

With all websites developed by Orchid Marketing we automatically include the installation of analytical software to enable the website to be measured. 

At a high level the statistics show:

	Overall visitor numbers
	Search keywords use
	Number of page views
	Time on site
	Referrer links
	Page ranking

This information enables us to understand and improve your website.

Enhanced Analytics Service

For those customers with a more sophisticated requirement our Enhanced Analytics service provides all the information in the Standard Analytics Service and more. We review your site monthly and identify choke points or exit pages that are showing higher than average exit stats or lower than average conversion ratios.  In essence, we look to diagnose specific website problems. 

In order to do this we:

	Develop conversion funnels – direct visitors through the site
	Establish dropout points - determine where customers exit the site
	Gain insight to inbound paths from search engines – provide information to modify search engine optimization and marketing strategies

Our Enhanced Analytics service includes optimizing your site to increase visitor conversions.