Attitudinal and Behavioral Metrics - An Integrated Approach to Web Analytics
By Jerry Tarasofsky CEO, iPerceptions Inc. | January 27, 2012
Obtaining a better understanding of how, when and why your visitors interact with your web site will provide you with a wealth of information to increase revenue, enhance your brand image and increase profitability.
To maximize the effectiveness of your web site, you must have a solid web analytics program in place. Without such a program, you and your team are making decisions that are at best pure guesswork, and at worst potentially extremely harmful to your brand and your property.
A strong analytics program can play an important role in establishing benchmarks that will enable you to track and measure any number of criteria over a period of time. As well, you can use this information to highlight differences in performance, revealing site-specific opportunities for optimization.
When it comes to web site analytics, it is important to remember that your web site is much the same as your hotel. They both share many of the same features and characteristics.
Imagine coming across a room service tray in the kitchen with a half eaten meal. What you do know is the guest for whatever reason did not finish their dinner - in fact most of it was uneaten. Was there something wrong with the quality? Was it delivered cold? Was it delivered too late? Did the guest change their mind? Most managers would not be satisfied in knowing the food came back uneaten. They would want to know WHY it was untouched.
This same analogy can be applied to your web site. Tracking where people go and what they do only provides you with half the picture. Listening instead of simply watching provides you with important feedback that in turn allows you to take action to enhance your user's web site experience leading to increased loyalty and site usage.