If only he knew that web analytics was the only way to ensure his awesome doohickey would sell...
So you thought that sweet ad you just saw was so cool you had to just click on it? And that resulting webpage you just visited with all of those cool pictures of awesome toys and gadgets was created just for your enjoyment? That sexy design with the soothing blue and yellow trim and easy to navigate template was all for you to visit and leave, huh? Well, not exactly. You see, that website you visited was really designed as a trap. A trap, you say? Well, it’s not as sinister as you may think (ok, kind of).
A website that sells products such as Amazon is designed to get people to visit their site through advertisements and eventually buy something. That’s right, they want your money. All of it (insert evil laugh here)! Not quite, but almost. However, not everyone is willing to give a website their money just because they visited and left an “impression” on that website. In fact, most people don’t automatically buy something just because they visited a website (known as the bounce rate). Thus, the job of these evil corporations who run these websites is to trick you into buying something. This is where conversion marketing and analytics comes into play.
Conversion marketing is simply the art of improving your ROI (return on investment) and having potential customers become actual customers. Web analytics is the tool used to determine how effective your website and its advertisements are in getting people to actually buy something. Furthermore, analytics can determine trends and compare your website to other industry leaders’ website. That way, you can see how they effectively use their website’s design to imrpove their conversion rate.
For example, in the project my group is doing in our class, we can use web analytics to determine how successful the MSE program (Master’s of Entrepreneurship) website is at getting people to fill out an application. So, let’s say that 2 out every 100 people who leave an impression on the website actually fill out an application. Then, let’s say that the program would like 9 out of every 100 people who leave impressions to be come applicants. The web analytics tool can pinpoint which areas of their webpage are weaker points from which people can lin
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