Part 1: Getting Started
If you're just getting started with ClickTracks, you'll find it's a very versatile tool. It presents information by overlaying it on your actual Web pages. It also allows you to create reports "on fly" so that you can look at your visitors' behaviour on your site in very different and detailed ways.
But if analyzing Web metrics is new to you, charts, figures and mass of potential data can still be quite overwhelming. It's helpful to have some starting points and questions in mind as you study reports so that you can find most useful information.
This article offers some ideas and examples to spark your thinking:
This report shows you (among other things) how many visitors clicked on each link, and how long they spent on this page.
If you have links that receive few or no clicks:
* Is link image or link text too small? * Is it in a colour that doesn't show up well or could pose problems for visitors with visual impairments? * Is it badly placed or hard to find on page? * Is it too far down? - check time spent on page to get an idea of whether * visitors are reading most or all of content. Remember that first screenful of page has best chance of being seen.
If none of above seem true:
* Is link text confusing - perhaps wording is different or not included on other pages? * Is link not attractive or engaging to your visitors? * Or, is content behind link simply not of interest?
Links that receive many clicks:
* Should content behind this link be highlighted even more on your site, since it is clearly of interest?
Placements to think about:
* If you have an internal search engine on your site, is it linked in a prominent place on each page? * Featured products or other items - can you increase clicks that they receive by improving their position?
Time spent on page:
* Does average time on this page seem too short, especially if page is long? - check number of visitors who are exiting site from this page. If a lot of people are spending a short time on a page and leaving, consider splitting content across more pages:
* This can be especially helpful, e.g. when displaying a list of items for purchase - showing each on a separate page allows you to track which offerings are most interesting to visitors, and to highlight them better
* Shortening pages also reduces risk that visitors will miss items further down if they choose not to scroll
This report shows keywords and phrases that brought visitors to your site, broken down by individual search engines.
Which keywords or key phrases are most effective for you:
* Which search words or phrases draw most traffic?
* Which search words or phrases result in most time spent on your site? These are visitors who are most engaged in your content, but what were they looking for when they came to you?
* Are there any surprises? Sometimes search engines pick up keywords from your site copy that you may not have thought of as significant - these can be valuable information about how your visitors describe or think about what you offer. A lot of demand for something on your site can give you ideas for enhancing or expanding your products and services.
Which search engines are most effective?
* If your site is optimized for one search engine in particular, is that engine bringing you traffic? If you're paying for search engine optimization (other than pay per click), is your service providing a justifiable return on investment?
* If you have very effective keywords on one search engine, can you improve their position on others?
* Do you recognize your non search engine referrers?
* How are you linked to? Are references to you legitimate? Are there sites that link to you that you're not comfortable with - either because they're not describing your site offerings correctly, or perhaps you simply don't want to be associated with them!
* Should you thank referrer? Often, sites will link to you without letting you know. If you appreciate them for doing this, you can create an even stronger -and potentially more profitable relationship.
For help in creating specific ClickTracks reports, see Part 2: Labelling Options. For help in using ClickTracks to evaluate your "must-see" pages, see Part 3 of this series.
Part 2: Labelling Options
ClickTracks allows you to segment your visitors in many ways using "Create Labels" tool. You create instant reports to answer questions about patterns of specific types of visitor, and track their responses to your site.
Here are some ideas for using this option:
Comparing Search Engine / Non Search Engine Traffic
Visitors come to your site either from search engines, from other sites that link to you, from e-mail marketing messages or e-zines, or perhaps from their own bookmarks.
Use ClickTracks "Create Labels" tool, and select "referred from any search engine" as your criteria to track all search engine visitors. Then, create another label using same criteria, but select "Inverse" to identify all visitors not referred from a search engine.
Now you can investigate:
Are search engine visitors more responsive to your site than those who find you in other ways:
* Which type of visitor spends longer on site?
* Which type of visitor is more likely to reach one of your "goal" or "must-see" pages? (see Part 3 of this series for more on this topic).
If you have very specific keywords, then probably search engines will produce your most valuable traffic.