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Web Analytics Reveals Problematic Pages on Your Website
30 June, 2010 - Mumbai, India

Have you ever entered a beautiful shop with great clothes, selected a few items yet walked out of the shop empty handed? Not because you suddenly developed a dislike for the clothes you selected but beause of a rude salesperson, overly long lines at the checkout counter or you couldn't find the checkout counter. Problems like these cause shops to lose revenue and similar issues on your website can cause you too, to lose revenue. So, how do you learn if your website pages are putting off customers and how do you rectify this profit diminishing problem?

Web Analytics
Web Analytics is the process of analyzing the behavior of visitors to a website. With the information collected, you can attract more visitors, retain or attract new customers for products and services and even increase customer spend. Web Analytics can also aid your marketing efforts by determining the websites from which customers most often arrive. All you need to do is embed a JavaScript code into each page on your website. This embed code will collect data from visitors - how people entered your website (i.e. a banner ad, an article, or the search engines), what pages they visited, how long they spent on your site, what pages they exited on, what percentage of people left your website quickly (bounce rate), what content and keywords are most successful, and much more.

Think of your website homepage as the entrance of your shop and the inside pages as different floors or departments. The website analytics software will tell you where each customer enters your shop, which departments (pages) he visited, which page convinced him to purchase or caused him to leave (exit). This data collected for the hundreds who visit your website will show you which pages are most popular, most appealing and problematic. It will enable you to make changes and optimize your website to achieve better results.

An analytics software collects the following information:

Website Footfall

Websites have high and low footfall paths just like a shop. An analytics software has a ‘Path analysis’ feature shows you the sequences of pages that visitors use to navigate your website. Based on this flow, you will be able to adjust content and links to gain more visibility and increase conversion rates.

Popular Content/Pages

Analytics software lists the most popular pages on your website. A page’s popularity informs you whether it gets sufficient traffic. Based on this information, you know if a key page is getting enough exposure and will be able to make an informed decision - to tweak the page, add more navigation links to direct more visitors to the page or maybe shift the information to a more prominent location on your website.

Visitor Entry Points

Analytics software lists the top visitor entry points (pages). This list indicates which pages act as your first contact points between visitors and your website. These first contact pages need to be perfect as it needs to capture the visitor’s attention and get him to browse further. If these first contact pages are the same as your top exit pages, then you will become aware that you have a costly revenue leak that needs to be fixed. The traffic levels will help you decide which pages need to be fixed in which order. By fine tuning and optimizing your landing pages, you can enhance your conversion rate.
 
Visitor Exit Points
Analytics software lists the top visitor exit points (pages). This is extremely important as exit pages (pages where visitors choose to leave your website without purchasing) are the chief cause of revenue loss. You can figure out which pages are problematic by checking which pages have a high bounce rate (percentage of entry page visitors who leave immediately without visiting any other website content).

Once you know which pages are problematic, it important to learn how and why they cause visitor departures. There are different reasons ‘why’ a visitor exits your website. One, he can’t find the product he is looking for; in this case, there is nothing you can do. Second, despite adding items to cart, he departs without completing the sale. If you experiencing multiple departures of this kind on the same page, you need to analysis this page to learn what is causing visitors to depart.such as lack of information or easy navigation or no pay now button etc.

Funnel Analysis
Once a visitor clicks to pay, it doesn’t automatically mean your sale is complete. He or she has to complete a well-defined series of pages in order to make a purchase. Analytics software can help you analysis these steps and shows you during which step a majority of potential customers abandon their shopping carts. High drop-off percentages signal that a particular step is problematic. By learning about the problem and understanding why visitors are leaving, you can reduce the number of abandoned shopping carts and increase your overall profitability.

By using a web analytics software, you can evaluate the effectiveness of your website pages and uncover any problems that are restricting your online earning.

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