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flyingrose Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 10/08/2006 03:24 pm
I am currently reading a book that will help you make more money online - even if you currently have no interest in Web Analytics. I say this because it is an excellent primer on online business in general. There is information in this book that will help advertisers understand what has worked for others. For example, one business mentioned in the book measured more than a 20% increase in conversions simply by removing the registration requirement prior to a purchase from their site - something I have been recommending but didn't have statistics to cite before now. I've posted about this book Web Analytics Demystified including a link to download sample chapters. If you're serious about making money online here is a great place to start. This book isn't for everyone. It is technical, but in an easier to understand way than a lot of technical writing. There is more detail in it than many will be interested in. There are two good choices for Web site owners and either one will work. Either do it yourself if you like this kind of thing OR find someone who is really good at it. Liking and being good at something end up being the same thing most of the time - what you like you'll get good at and what you dislike you'll probably never really learn well. |
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flyingrose Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 10/08/2006 03:59 pm
EXCELLENT POINTS FROM THE BOOK There are so many excellent points in this book that many will never get to read because they won't be interested in the entire book. So I think I'll start noting some here: The point of analytics is to gather only the data required to TAKE ACTION to make continual improvement in your business and increase sales and profitability. Only gathering the information required to achieve your goal saves having to sort through what you don't. If you aren't going to take action there isn't much point in even tracking. Success = a commitment to continuous improvement aka as kaizen. You must have goals and those goals must be specific and measurable. Start with baseline measurements, determine what your Key Performance Indicators (KPI) are, measure and track those. Prioritize changes and make only ONE CHANGE AT A TIME!!! (emphasis mine). Changes MUST be tested and tracked. Here is a fine quote from the book: "You will only be able to truly understand the effect of a change if you make one change at a time. Often it is the smallest thing that has the most significant effect." This is absolutely true...read that gain and take it to heart. Be a laser beam - not a scattered explosion. Keep careful track of what works and what doesn't or you'll end up making the same mistakes over and over. |
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flyingrose Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 10/08/2006 04:00 pm
TOPICS COVERED IN THIS BOOK (Chapter 3) The best most thorough information I've read on the pros and cons of various tracking methods. Note that he refers to what many call script or JavaScript tracking as "page tags". This chapter also discusses first and third party cookies in detail. {Chapter 4) Great explanations of commonly used terms like hits, clicks, visitors, unique visitors, etc. Also covers methods of counting each and why these numbers vary so much when counted by different sources (PPC engines, Web analytics programs, log files). |
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