Chapter 2
Tracking Behavior with Web Analytics
In This Chapter
- Measuring website usability
- Getting a handle on conversion tracking
- Tracking the success of your SEO project
- Analyzing rankings
To properly do web analytics, you need to gather your data. But web analytics is not just about collecting data. It’s about collecting your data in such a way that you can read it, understand it, and use it to make the necessary changes to your website. In this chapter, you discover several ways to gather analytics data.
You have to measure your website’s usability in order to figure out whether your web design works for your users and brings you those conversions. Next we talk about conversion tracking. Is your site getting the number of conversions you want? Conversion tracking helps you measure not just the final number of conversions, but where people drop off before they make the final conversion.
To track the success of your SEO project, you need to monitor your keywords and your search engine rankings, whether they’re at the place they need to be, and whether your traffic is increasing due to those rankings. Finally, we discuss how to analyze your rankings by putting them in the context of your business. Do your rankings in the search engine mean anything to your ROI (return on investment)? Read on to find out!
Measuring Website Usability
One of the first things you should do is to gather data in order to measure your website’s usability. This means going through your site to test ...
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