TKG Web Analytics Blog

Guest Author: Emily Croskey

I came across this article from the Web Analytics Association about Using Web Analytics for SEO. As the person in charge of our analytics here at TKG, I regularly utilize analytics software (we use ClickTracks Analytics) and found this article to be right on target. Below outlines the 10 points on using web analytics to optimize natural search campaigns the article discusses along with a few more notes about how I use ClickTracks Analytics for SEO here at TKG.

1.) Top referring keyword - This gives us an idea of what users are searching to find a particular site. We will then focus our SEO efforts around this new information to help increase related traffic to the site.

2.) Referring domains - This can let us know if our link building efforts are paying off. If we see domains that we have submitted the site to, then we know that we are on the right track.

3.) Click paths - If users are dropping off a certain page, or abandoning the cart, we can use this metric to determine the path that a user is navigating. We can see where they drop off, navigate to, etc.

4.) Paid vs. Natural - This allows us to see which campaign is working the best. Most analytics programs account for this type of reporting.

5.) Geographic Referrals - This is a great way for us to find where a clients traffic is coming from & if we should be focusing our SEO efforts in certain areas.

6.) Visiting Trends - A great way to see how many visitors came to a site this month or in past months. At TKG, we compare the data and adjust our SEO strategy accordingly.

7.) Top Landing Pages - This will help us understand what pages get the most traffic from Search Engine, links, etc.

8.) Conversion Rates - Conversions are what we like to see, so the conversion rates are a convenient way to compare data from previous months.

9.) Bounce Rate - This will tell us if a user goes to a page of the site and leaves without going anywhere else. If that is happening we can use that data and brainstorm ways to draw users in. This could also indicate that users immediately found what they were looking for. I agree with the author of this article that it just depends on what type of site it is - because having a high bounce rate could be a good thing!

10.) Browser Type - This indicates which browser a user is utilizing - including mobile. This is great information to know, especially if the majority of your traffic is using a browser that the sites design isn’t supporting - lets us know what browsers the site should be compatible with.

• High product prices and shipping costs
• Poor site performance

Speed of downloading was the most important factor to 50% of those with the longest online experience and highest spending.

"Based on the feedback of 1,058 online shoppers that were surveyed during the first half of 2006, JupiterResearch offers the following analysis:

The consequences for an online retailer whose site underperforms include diminished goodwill, negative brand perception, and, most important, significant loss in overall sales.
Online shopper loyalty is contingent upon quick page loading, especially for high-spending shoppers and those with greater tenure.

JupiterResearch recommends that retailers make every effort to keep page rendering to no longer than four seconds."

The study also found:

• more than one-third of shoppers with a poor experience abandoning the site altogether and that 75% were not likely to return again.
• 46% of all shoppers insist on a rapid checkout process.  This demand was more pronounced with 55% of shoppers spending $1,500 or more.

Multi-step shopping carts tend to defeat the speed and accuracy benefits for customers that prefer to use 'auto-fill' software or related browser plugins. 

Do you think that this makes a good argument for using a one-page cart process?