We have an unprecedented opportunity to gather more behavioral information than ever.
Looking at all of the informational streams available with online business and purchase activity, we can now translate data into information. Information into insight. And insight into success. To achieve this, an organization needs the right mix of software and analysts to help define the truth to have a successful online brand translation.
We can now translate data into information. Information into insight. And insight into success.
An invaluable byproduct of measuring online behaviors is its applicability to other areas of an organization, such as sales or customer service. By looking at data at its most granular level, and for as many time periods as possible, you’ll have the right set of tools to manage opinions and myths.
Approach
To simplify the myriad steps we take in optimizing visitor behavior, here are five key steps we take in our SECUR(SM) planning process:
- Reverse path analysis. Here, we identify the most frequent paths of user navigation and the steps and time it takes them to reach their desired conversion points
- Content value analysis. With this study, we quantify how visitors progress through your website and evaluate what content is most important to them
- Scenario analysis. This is a parallel study where we classify how visitors progress through your site based on their individual (and segmented) conversion funnel behaviors
- Page and link analysis. In this analysis, we evaluate resulting activities from key conversion pages. One of the most important variables we need to understand is bounce rates. Which areas of your website are damaging conversions, sales, and ultimately profit?
- Referral analysis. It’s critical to understand which traffic sources are helping drive traffic to your site. And more importantly, which ones are producing the most qualified conversion and sales leads.
Through this process, we can help you answer key business questions about your website, such as:
- Where do your website users originate?
- On which pages do users enter your site, and how does this affect their navigation?
- How many different steps do users take to become a qualified sales lead?
- Which specific pages are causing site abandonment?
- What bottlenecks are there in your website’s navigational paths and processes?
