Web Analytics - Getting it Right

Written by WG Moore

Continued from page 1

Poor Return On Investment

Probablyrepparttar most difficult challenge faced by internet marketers is controlling costs. Traffic acquisition can be an expensive proposition, so it is important to getrepparttar 150114 most out of every click.

The best marketing reports reveal whererepparttar 150115 money comes from, whorepparttar 150116 money comes from, and what marketers can do to improve revenues. Marketers can use this information to increase advertisements on sites that reachrepparttar 150117 most interested parties, provide a better selection of products for different types of visitors, or offer better service to their most valuable visitors.

The marketing reports should show sales grouped by campaign or affiliate. At a minimum, they should show units of sales by product and product options, and preferably revenue.

Compare advertising costs with revenues to identifyrepparttar 150118 most profitable campaigns. Oftenrepparttar 150119 marketer will find that one campaign may bring in more visitors, but conversion is low, whereas another might bring in fewer, but more qualified visitors who purchase more.

The use of A/B testing to increase pulling power of ads is vital to keeping ad costs down and attracting qualified visitors. Here,repparttar 150120 marketer will find it easy to measure changes and evaluate overall performance. Instead of taking months to identify and understandrepparttar 150121 effect of a change, it will often show in hours or a few days. This agility means that even smaller e-commerce sites can succeed on limited budgets.

Path Analysis / Clickstream Analysis – Understanding visitors

Not really a problem, but vital to keeping a healthy web business running smoothly. The marketer is also able to identify new trends and opportunities by evaluatingrepparttar 150122 visitors’ interest in various content available onrepparttar 150123 site.

The ideal path throughrepparttar 150124 site should go fromrepparttar 150125 landing page torepparttar 150126 products page torepparttar 150127 orders page, from there torepparttar 150128 checkout and finally to a ‘Thank You’ page.

Deviations might include paths to tutorials, articles and other information pages, but these should be kept to a minimum and always lead back torepparttar 150129 main path.

Again,repparttar 150130 marketer can select a particular visitor, buyer or drop-out and then drill down torepparttar 150131 detail page to reveal every page visited and path taken, as well asrepparttar 150132 amount of time spent viewing each page. Knowing how long it takes to actually readrepparttar 150133 page will revealrepparttar 150134 amount of interest inrepparttar 150135 subject matter. Combining this information with keyword searches will reveal how appropriaterepparttar 150136 content of each page is torepparttar 150137 visitor’s interests. In Summary

The value ofrepparttar 150138 analysis far exceedsrepparttar 150139 nominal cost ofrepparttar 150140 web analytics service. Indeed, it may spellrepparttar 150141 difference between success and failure. Good web analytics packages can be hard to find, but need not be expensive. Increasingly, more and more comprehensive reports are available at better prices. To be effective,repparttar 150142 marketer must understand what to look for and how to applyrepparttar 150143 knowledge revealed byrepparttar 150144 analysis. The learning curve is not steep, andrepparttar 150145 rewards can be significant.


WG Moore is a web analytics specialist with over 20 years of hardware, software and web development experience. Visit http://www.webstatsgold.com for more articles and information on web analytics. You may contact him at will@webstatsgold.com

Seven Steps to eBay Selling Success

Written by Heather Wallace

Continued from page 1

4. State all of your requirements upfront. Tell potential bidders how much you intend to charge for shipping, to which countries you are willing to ship, if you will accept returns, or anything else that you might wish to specify. You really can't make things up as you go along. You have to get all requirements out there atrepparttar beginning.

5. If a potential buyer contacts you with a question then be sure to promptly respond. If you wait you may lose a much needed bidder. Also, be sure to be polite in your response as no question is too stupid to warrant anything other than but a courteous reply. Even if that person doesn't bid on your item they will certainly remember your pleasant attitude and that could mean a future sale.

6. The majority of buyers on eBay prefer to pay for their purchase via PayPal. That is why it is vital for you to accept this method of payment. It is also beneficial to you as it eliminatesrepparttar 149981 potential for bad checks or money orders.

7. Afterrepparttar 149982 sale most winning bidders will expectrepparttar 149983 seller to beginrepparttar 149984 completion ofrepparttar 149985 transaction. Send an email, an invoice, alertrepparttar 149986 buyer whenrepparttar 149987 item has shipped, and be sure to leave feedback

afterrepparttar 149988 transaction.

Copyright © 2005 Heather Wallace

Heather Wallace is a writer whose work has been published in national, regional, and online publications. To receive a FREE eBay Seller's Resource Guide, send a blank email to mail to: eBay-Sellers-Resource-Guide@fetchingsites.com

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