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Improving Your Sense of Site
Your web analytics report is filled with clues on how to boost sales.
Inc Magazine
Max Chafkin
If he were alive today, Luca Pacioli would probably love poring over a Web analytics report. Pacioli, a Franciscan monk who published the first balance sheet in 1494, understood the power of data to transform the way companies make decisions. Today, thanks to the Internet, the amount of data available to any company with a website dwarfs anything Pacioli could have imagined. Web analytics programs track nearly everything that happens on a website, keeping a real-time record of how potential customers find the site, how they behave on it, and why (or why not) they buy stuff.
The wealth of data is so great -- you might learn, for instance, that customers in Milwaukee typically spend three minutes on your site and use Firefox -- that many entrepreneurs find it overwhelming. "If you try to look at every piece of data, you'll go crazy," says Andy Beal, an online-marketing consultant and co-author ofRadically Transparent, a book on the power of new-media tools to build a brand.
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