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Fact: Web Analytics Drives Relevant Content, Builds User Trust
By dan | April 25, 2007
The WebTrends seminar was great. Seriously, IMO WebTrends set an example as how informational and relevant a free seminar can be.
To be honest, I didn’t know what to expect. Another company in their position could have really turned event into a giant sales pitch.
But the WebTrends reps and their partners opened my eyes to the powerful effect that actionable web analytics software can have on your marketing.
Especially how it can increase your conversion rates.
A couple points I took away from this event:
Immediately Show Relevant Content
Don’t wait until the second page! Apparently, a 40% or higher bounce rate is common among most websites. Why do these visitors leave your site within the first five seconds of arriving? They did a quick scan of your site. And they judged it to be irrelevant to their immediate web quest.
This suggestion was to segment new visitors based on referrer data, and then display a version of the landing page that is relevant to that visitor. Segment the visitors before they browse or buy from you? Sounds great. Cut your bounce rates by greeting new visitors with content that they are likely to respond to.
Let’s use an apparel retailer site as an example. Say the site displayed featured items on its homepage. Well, if a visitor found the site by searching ‘womens shirts’ in Google, the site would display all the featured women’s shirts in the featured block on the homepage. And if a visitor was searching for menswear, then that visitor would see featured items that were relevant to that visitor.
Build Trust Through Relevance
It actually makes sense. Visitors trust sites that give them what they want.
Immediately. Consistently.
Trust encourages the visitor to interact with your site and provide you with more personal data. More user data means you can create additional relevant content for them. So yes, it just gets better and better over time.
Topics: Google, Web Analytics |
