Many of us need and want to measure the output of our web sites in sales. This is particularly important with long sales cycles and cases where the sale isn’t completed online. By defining intermediate measurements, you can identify trouble points, enhance information offered, or remove steps from the process. Analytics need to be customized for each site, but here are a few tracking ideas we use:

1. Purchase – Yes, the sale!
2. Specific action – The visitor downloads content, engages an interactive application, visits a key page.
3. Registration – Whether this is a lead form or an email signup, this is an important indication of engagement.
4. Call for more information – A prospect calls to make purchase or get more information.
5. Extended visit – Flag visits that exceed the average visit length. Investment of time can indicate serious interest.

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Tags: measuring website effectiveness, web analytics, web sites

This entry was posted on Friday, February 26th, 2010 at 1:00 pm and is filed under Website Design. You can leave a response, or trackback from your own site.