Saylor URL: http://www.saylor.org/books Saylor.org
important metrics that you measure! There are a few exceptions, but a high bounce rate usually means
high dissatisfaction with a Web page.
Conversion Metrics
Other metrics that apply to eMarketing tactics include the following:
- Event. A recorded action that has a specific time assigned to it by the browser or the server.
- Conversion. A visitor completing a target action.
- Impression. Each time an advertisement or a page is served.
- Open. Each e-mail that is deemed open. Usually if the images are loaded, an e-mail is considered
open.
Note
For the most up-to-date definitions, visithttp://www.webanalyticsassociation.org to download the latest
definitions in PDF (portable document format).
In order to test the success of your Web site, you need to remember the TAO of conversion optimization:
- Track
- Analyze
- Optimize
Using your goals and KPIs, you’ll know what metrics you will be tracking. You will then need to analyze
these results and take appropriate actions. And the testing begins again!
KEY TAKEAWAYS
- Web analytics packages come in two flavors: log-file analysis and page-tagging analysis, although some
packages combine both methods. - Metrics use the following:
o Counts
o Ratios