By Jason Burby, Shane Atchison, Jim Sterne
Understanding every thing you could approximately every one click on in your website might actually help make strategic judgements concerning your corporation. This ebook is ready the why, not only the how, of net analytics and the foundations for constructing a "culture of study" within your company. Why you want to gather a number of sorts of information. Why you would like a method. Why it needs to stay versatile. Why your facts needs to generate significant motion. The authors resolution those severe questions—and many more—using their decade of expertise in net analytics.
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Additional resources for Actionable Web Analytics Using Data To Make Smart Businesscisions
Radio shows, podcasts, and video chat. Rich media is driving consumer engagement and providing new opportunities for your marketing machine. Are you ready? A decade or so ago, in the early days of web analytics, there wasn’t much debate about what had to be tracked and reported. The Web consisted of mostly static pages of text, and user behavior consisted of clicks—one click followed by another and followed by another (what is referred to affectionately as the clickstream). Any motion or sound on a page was all but ignored by web analysts and web-analytics software.
It’s supposed to convince young people to fill out an application form to get information about careers in the Air Force. If so, the application should be easy to find. But it isn’t. qxd 4/23/07 11:14 AM Page 21 but the informational text about how to use the site is displayed in such a convoluted way that it’s nearly impossible to read. And we could go on. The entire site, from its loading screen to it Flash transitions, is far too cumbersome to drive anyone to do anything. 21 In other words, with its style, transitions, and humor, the site was perfectly aligned to win lots of awards for its web agency.
Instead, you can build them out, test them against objectives, and see which one wins. That way, you’re free to make each one the best it can be, and you don’t have to argue for your version or feel cheated because another has been chosen. Other team members will see similar effects: An information designer need not spend hours trying to convince senior management that Option A is better than Option B. A simple test will suffice to put the matter to rest. Copywriters also tend to thrive, thanks to analytics.