David Snyder - Internet and Startup Enthusiast
Analytics Products have adapted far beyond server logs.
They take us far beyond click stream data, and can detail how users interact with our sites.
Many marketers that first begin to work with these tools become enamored with information such as user path analysis and site overlays.
If you are one of these people listen to me now; Stop What You Are Doing Now!
The last By the Numbers covered conversion rate.
If there is one metric more important than the rate at which your site converts it is bounce rate.
Avinash Kaushik describes bounce rate as:
It is usually measured in two ways:
I am a bit more aggressive in my analysis and so I personally prefer the latter definition (using time). But either definition is fine, each has its own slight nuance. Please check what your tool’s definition is and make sure you understand it and communicate it to your data consumers.
Basically bounce rate is a measurement that is intended to show you whether your visitors are finding the content they are looking for when they visit your site.
How do you measure this success?
How can I tell a great SEO from a crappy SEO?
A crappy SEO, when asked about what they have accomplished in their career, will rattle off a long list of organic rankings.
A great SEO will rattle of results in terms of conversion as well as rankings.
Why do we optimize sites?
For traffic?
What good is traffic, in a non CPM format, if it does not convert? In fact, large quantities of non converting traffic can be costing you money that cuts into the bottom line.
A crappy SEO is obsessed with clickstream data figures such as visitors.
A great SEO is obsessed with conversion rate.
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