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Web Site Analysis and Reporting

Connect Web Site Data To Business Objectives

Web Site Analysis & Reporting (photo)

Not All Web Site Metrics Matter

Your company wants to do one (or more) of these four things:

  • Increase market share
  • Increase customer retention
  • Improve the company’s brand image
  • Improve the company’s product or service quality

Your Web Site maps your prospect’s interests.

Match their interests to Key Performance Indicators (KPIs) and you have a Web Site that provides business intelligence.

Option 1: Lead Generation Metrics

If your purpose is to collect leads, you need to optimize your site for conversion.

  • Cost per Lead – A leading indicator of marketing costs.
  • Conversion Rate – A measure the performance of your campaigns.
  • Traffic Concentration – Compares the search traffic for different pages on your Web Site.
  • Single Access Ratio – The number of visits that people enter and quickly leave from the same page.

Option 2: Customer Service Metrics

Service Web sites focus on brand value. Performance is measured by customer satisfaction.

  • Content Depth – How much value does your content provide?
  • % of Repeat Visitors – Indicates on-going interest.
  • Visitor Loyalty – How often do they return or mention your Web site?
  • Customer Satisfaction – How your service lives up to expectations.

Know More than What Your Competition is Up to

Competitive intelligence lets you to catch wind of what is happening in your industry.

  • Drill down into one category to see overall trends.
  • Query the fastest rising search terms to optimize your marketing campaign.
  • Feel good metrics like Time on Site or Number of Pages Viewed doesn’t provide insight.

Understanding the ecosystem trends will help you set your brand apart from your rivals.

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