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kmorton
Joined: Eons Ago
# Posts: 20
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Posted: 2003-Aug-14 17:26
I am using Deepmetrix as the log analyzer software because its part of our shared hosting package. With all the information from hits to visits and bad requests to page exists, what information should I be looking for daily as the key information?
How do I track ROI for this?
Thanks in advance for helping the Newbie...
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thejenn
Joined: Aug 08, 2001
# Posts: 9196
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Posted: 2003-Aug-14 19:49
I'm not familiar with Deepmetrix, so I'll have ot give general answers.
As an SEO, there are several things I look at:
1.) Overall volume of traffic and how it goes up or down over time. (Unique visitors, not hits)
2.) Where traffic is coming from. (This helps you the sucecss of link building campaigns and targeted campaigns in certain engines.
3.) What search phrases have they used to find the site. (This helps me track the success of specific keyword phrases over time.)
Then, I track the following bits of information with ClickTracks, the log file program that I use.
1.) Average time spent on the site by people who complete a specific action. (Purchase, lead form, etc...) Then I compare this with the time spent on the site by people who were generated by different ad campaigns and keyword phrases.
2.) The conversion rate and dollars spent by people from each keyword phrase and/or ad campaign
3.) The traffic patterns of people through the site. If they aren't going where you want them to, why? Basically, usability analysis.
There are others, but off the top of my head, that's what I think of...
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clickhere
Joined: Apr 27, 2004
# Posts: 18
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Posted: 2004-Apr-27 14:22
Just to expand on this a bit, average time spent on site is not always a reliable metric. In general, we assume that people who spend longer on the site are more valuble. However, we have seen in multiple campaigns that people from search often spend less time on the site, perhaps because they know exactly what it is they are looking for. Basically, longer time on site may mean that a user is wandering around not able to find what they need.
Therefore, it's important to look at the actions they took on the site as well.
One more thing that's been very useful to us is to compare users from search to users from other methods... We really want to find out who our most valuble users are and why.
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apost
Joined: May 29, 2004
# Posts: 1
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Posted: 2004-May-29 16:14
Regarding visitors who leave quickly and don't browse much, I want to share my personal habit. Hope it helps, if not please forgive me, I know nothing and have come to learn 
Very often (in fact almost always) when I come across a site that I end up buying from I spend almost no time there the first visit. Usually it goes like this:
- nice site, looks intresting, I'll have to check this out when I have more time.
- bookmark
- leave
- go back when I have more time, browse, read, wish I had more money, place an order, hopefully one that doesn't hurt my budget. If I'm pleased with the first order I continue using the site.
When I order on a first visit it's seldom a very big order, normally just some small doo-dad then I don't go back and I don't bookmark the site...I'm done with them.
Maybe I'm odd or maybe you have to balance visitors coming from bookmarks with visitors who leave right away.
Now teach me something
Is this normal browising behaviour or am I an oddball?
Is there a way to tell how many people bookmark your site?
(edited because I thought of a question to add)
[ Message was edited by: apost 05/29/2004 08:27 am ]
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sdragann@ebizmark.com
Joined: Dec 01, 2003
# Posts: 10
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Posted: 2004-Jun-09 16:00
I think that is an interesting thought process. One of the most important parts of Web marketing is retaining the searcher (or bringing them back). I think your behavior is normal and brings us to an interesting question. What are some innovative ways to retain searchers? A nice site, competitive prices, simple navigation, but what else can we do? Great SEO's will invent these innovative methods and will also find success. Traffic is not the only important thing, it is all about sales and leads.
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thomkilroy
Joined: Jan 13, 2004
# Posts: 46
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Posted: 2004-Jun-24 06:09
I have found that the number one thing that brings me back every time is a 'free resources' section that has loads of valuable stuff I can use. One of my favorite examples of this is www.psychotactics.com (a marketing site based on psychological research). The owner has a free articles area with more high-value, free content than you can read in a week of sittings - and apparently, from his ad copy and his testimonials, that's just the teasing tip of the much bigger iceburg. (His last marketing email linked to a page called '800 testimonials' - as in the number of people raving about him, not a toll free line! And one assumes this is just the remainder of heavy culling for the best copy.)
Valuable content, in quantities that virtually assure return visits (or free online tools that really provide a great service) would be my number one suggestion for repeat visits.
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