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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Demographics and Segmentation

Because almost everything on the Internet can be logged or recorded (see the discussion of web analytics tools in Chapter 5, “Conversion Ninja Toolbox—Diagnosing Site Problems,” for more details), it provides a wealth of objective information. The goals of the effective online marketer is to determine which specific metrics are good predictors of success, and to monitor them in order to focus their programs in the right direction. As with all data, you should treat demographics with proper respect and be aware of data-gathering tools and their limitations. Depending on the exact technology used, web analytics tools will track the activities of your visitors differently and come up with different numbers for the same ...

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