Page view
Unique visitor
Visitor loyalty vs. visitor recency
Length of visit
Avg time on site
Bounce rate
Organic vs paid search
Goad Conversion rate:
A conversion occurs when a visitor reaches a goal. Goal Conversion Rate is the percentage of visits which resulted in a conversion to at least one of your goals.
There are three kinds of goals: URL Destination goals, Time on Site goals, and Pages per Visit goals.
Conversion rate, in percentage, equals Outcomes divided by Unique Visitors during a particular time period.
Packet Sniffer
To overcome the difficulty of tracking dynamic pages (pages with Ajax, Video, Flash) we can use event tracking
Voice of the People
A/B and multivariate test.
Objective is to change the behavior of customer on web site by making some changes to a specific page. Results are compared vs. a control page which is un-altered.
A/B test: one variable change (but can be different version to be compared like different size of a button (size is the variable)
Multivariate: change more than one variable at the time
Example of elements that are tested in A/B tests:
- Call to action wording, size, color and placement
- Headline of product description
- Form length and types of fields
- Layout and style of website
- Product pricing and promotional offers
- Images on landing and product pages
- Amount of text on the page (short vs. long)
Ether for A/B or multivariate the goal needs to be defined in advanced: what is the desirable action of the customer that the change is trying to induce.
To be declared as a success we also need to make sure that the result is statistically significant it didn't occurred by accident but rather reflect a repeatable pattern - http://20bits.com/article/statistical-analysis-and-ab-testing
PPC = pay per cl
CTR = Click Through Rate
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