The magical 2.0 breathed life into the all encompassing World Wide Web. The new web not only brought in an exhilarating visual feast with graphics turning rich and interactive, but also a change in the mindset of the user and the visitor. The new web was now more emotional. Consumers demanded to be understood and businesses were more than ready to understand. Surveys and user comments served the purpose to an extent but never beyond certain limits. And in this ever evolving effort to mine the consumers mindset, was launched a fantastic product-web analytics.
Building upon the concept of business analytics and enterprise analytics, web analytics attempted to dig deeper into the mindset of the website visitor. These analytics further help the websites to redesign, to evolve and to convert the attracted visitor to a loyal consumer. Analytics are now no longer for the casual website owner, they are now for the enterprise.
Though not appreciated by critics, web analytics does provide websites with some deep insights into customer behavior. This information can then be utilized to tune the structure of the websites, better the content and apply SEO techniques.
A website business should follow the tenets of customer service.
1. Sir, hope your landing was smooth:
A landing page is the first page on the website that a visitor comes in contact. Usually, the landing is via a referrer or a search engine result. Now if this page is not to the liking of the visitors, he might not return. Or he would simply bounce. Web analytics help in understanding the visitor behavior via average time on site metric. If the visitor spends enough time on a site which could be anything above a minute, there could be a possibility that he might navigate further. Another possibility could be that he actually liked the site and he might return again. A heatmap report helps to understand which links generated the maximum clicks and how to re organize the landing page for maximum eyeballs.
2. Sir, please don’t bounce:
A visitor or a user who does not stick around isn’t of much help. Getting visitors is not as tough as keeping them there. Bounce rate is defined as:
Bounce Rate = Total Number of Visits Viewing One Page / Total Number of Visits
A high rate indicates, visitors are not really interested in that particular page and it needs reworking. The visitor is no longer interested in being served a page that does not interest him. It is the divine duty of the website owner to pamper the visitor.
3. Sir, hope your stay was enjoyable:
If you are running a web business or an e commerce site then it is advisable to make the visitor feel at home. The buying process should be easy and the checkout should be smooth. With competition reaching the heights of neck to neck combat, the winner will be decided on who impresses the visitor more. An impressed visitor would more probably than ever buy a product from the site.
4. Sir, would you be needing anything else:
Feedback. Though web analytics can help identify gaps in the website, it cannot beat the advantages of effective feedback. Encouraging visitors to lend their views and coming up with improvements will not only help retain customers but also bring in new ones.
This age of the new web has seen quite some role reversals. With the web getting more and more accessible every click counts and every look matters. A website is no longer a novelty, a visitor is. As the struggle for customer retention shifts to the next level, it only makes sense to know that it’s not just the customer but also the visitor who is the king.
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