Lead kindly analytics...

a) Are you getting the sort of traffic you need in the first place? Unless your product or service offering is so new and unique that every visitor is a "buyer", then you should figure as a rule of thumb on only 1 in 60 visitors actually "buying" something from your site. Multiply by the number of buyers you need to make your business work and go figure... Is your website even bringing in the right amount of traffic in the first place? There are a number of actions you can take at this most basic level to then increase your traffic levels. Contact us for details.

b) What is the average "time on page" for each visitor? A page with reasonable content that interests visitors should be seeing times upwards of 1 minute 30 seconds to 4, 5, or even 6 minutes. If you are seeing exit times of less than a minute, your page content needs serious adjusting as it simply is not working for you.

c) Is your "bounce rate" less than 50%? This is another good rule-of-thumb metric to aim for. If it is greater than 50%, it means more than half the people who visit your site do nothing once they get there (even if they spend 2 minutes to reach that point). This is a key indicator that both your site navigation and action strategy need amending. It certainly means you're getting no business from more than half the people who visit your site.

d) Is your per-page "Exit %" high or low? "Exit %" means "How many people left the site entirely from this page?" It is critical to get page exits correct according to your sales-flow. 100% exit from your home page is BAD. 100% exit from a sales acknowledgement page is fine (but still represents a chance to upsell or cross-sell something else).

It is possible, of course, to start chasing your tail with the stats, so you need to give yourself time between performing a change and making accurate assessment of its results. A month is enough to ensure you are seeing the results of the change and not still seeing parts of the original issue still reflected in the stats.

Using these analytics Briquesetclics has transformed the way our Green Energy, La Croix and Xoomhire client sites behave and have dramatically improved both traffic to site as well as business.

About the Author: Richard Martin of Briquesetclics is a Certified Management Consultant and Accredited Internet Marketing Consultant of 20 years experience in IT. Briquesetclics offers exquisite eBusiness solutions, website design and Internet Marketing with English to French Translation to expat and French Comunities in Southwest France. He serves the Limousin, Poitou-Charentes and Aquitaine regions and the cities of Limoges, Poitiers, Bergerac, Perigueux, Angouleme, Cognac, Bordeaux, Niort.

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