Ecommerce 1 Lesson 9

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E-commerce 1Lesson 9

• Angele GIULIANO
• angele_at_acrosslimits.com

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Website Statistics
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Terminology

• Hits - This statistic counts each file on a page.
  This includes the actual page a person is looking
  at and it counts each picture on a page. If your
  page has 3 graphics on it then a visit to that
  page would generate 4 hits. Each javascript file,
  image, audio file, etc. will generate a hit.
  Realistically, a hit is a pretty meaningless
  statistic when trying to determine how busy your
  website is.
• Requests - Usually, this is the same thing as a
  hit. If it is called a "page request", it would
  be the same thing as "pages". This may sound
  confusing, but people are using different terms
  to mean the same thing.
• Visitor - This varies, but generally it is one IP
  (Internet Protocol method of transferring data
  from computer to computer on the Internet
  theoretically, each computer has its own IP)
  visiting your site in a 30 minute period. If the
  same visitor comes back after 30 minutes, she
  will be counted as a visitor again.
• Unique Visitor - This is a visitor tracked by IP.
  Each IP is counted only once.
• Page View - This statistic counts the number of
  pages looked at. It is not like hits - it does
  not count graphic images.
• Page Request - same as page view

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What to focus on (1)

• 1. Visitors - You set up a web page because you
  want your visitors to do something. It may be to
  purchase your product, sign up for your
  newsletter or to request more information.
  Whatever your goal is, you cannot simply look at
  the number of visitors to your site to determine
  your success.You can have a 1000 visitors, but
  if no one purchases your product, signs up or
  asks for more information - you are not achieving
  your goal. To figure out your success rate take
  your sales or whatever you want your visitors to
  do and divide it by the number of visitors. This
  will give you a percentage of visitors that are
  "buying" what you are "selling". Your goal is to
  increase this percentage.
• 2. Pages - Find out which pages people are
  visiting and which ones they are not. If they are
  not visiting a particular page - could it be
  because your visitors are not interested?
  Perhaps, you just need to fix your navigation to
  that page. You may want to rename the link to the
  page. Perhaps the title is not attracting the
  right attention.

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What to focus on (2)

• 3. Top Entry Exit Pages This statistic shows
  you which page enters your website and on which
  page she exits. Make sure to maximize your sales
  message on the top entry pages. Try to figure out
  why people exit a particular exit page. If it's
  your "than you for the sale" page...then you've
  done a great job. However if people are leaving
  before they have fully experienced your product,
  you may need to make adjustments.
• 4. Referrals - Keep track of your advertising
  campaigns, reciprocal links and search engine
  referrals. How many referrals are your
  advertising campaigns or links giving you? If
  this number is low, there could be a number of
  factors affecting your success. It could be that
  this is the wrong place to advertise or perhaps
  your ad copy needs a bit of tweaking.
• 5. Keywords - This is an invaluable resource.
  This tells you how people are finding your site
  on the search engines. It helps you find the
  keywords you score high on so that you can
  maximize on them.

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Asking for Users Feedback

• Community areas forum, chat
• Suggestions Email box (rants and raves)
• Using email questionnaires
• Online polls
• Live support whilst people shop
• Monitor statistics and links to site

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Case Studies from Malta

• Try to focus on first impact
• Give positive feedback
• Look for them on search engines
• See number of links back
• Suggest ways of promotion