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Using ClickTracksPart 3: Evaluating Critical Pages
Note: for an introduction to basic use of
ClickTracks, see Part 1:
Getting Started.
It's important to know the exact pages of your site
that the various search engines link to for each of
your major keywords and phrases. These are called
"landing pages", and are the first pages that visitors
see when they click on
search results.
Landing pages are critical for initial impressions
and credibility, especially for people who are not
familiar with your business. It's also important to
ensure that these pages fulfill the visitors'
expectations based on their search terms.
Use the ClickTracks "Create Labels" tool, and select
"used a certain search engine query" combined with the
keyword or phrase as your criteria to track people who
came to your site with that search.
Now you can investigate:
What are the Top Entry Pages (i.e. "Landing
Pages") for this search term:
Combine the landing page information with Top Exit
Pages or Short Visits for this term for clues as to
whether your landing page is sufficiently engaging.
Does the Landing Page drive visitors into the rest
of your site:
Landing pages are also those that you link to in your
e-mail marketing messages - and again, are the first
thing that the reader sees when they click through
from one of your campaigns.
Often, site owners assume that every visitor sees
their home page, which is the primary means of
navigation. Your landing pages are the first that
visitors will see, so they need to act as mini-home
pages too.
Use this information about what visitors are seeking
when they arrive at your site and what their
expectations may be to direct them to other pages that
will meet their needs.
The key pages on your site where people make
decisions to buy a product, download a sample,
subscribe to your newsletter, etc are known as “goal”
or “must-see” pages. These are the places to which
you drive your traffic to
in order to achieve your site objectives.
Use the ClickTracks “Create Labels” tool, and select
“visited a certain page” combined with your goal page
name as your criteria to track people who visited that
page.
Now you can investigate:
Is this page hard to find?
These findings can give you ideas for improving the
navigation to, and positioning of your “Goal Page”.
Does how the visitor found your site affect the
success of the “Goal Page"?
Combine this information with your most effective
keywords data to ensure that you’re paying for the
best return on investment in generating quality
traffic.
For further help in creating specific ClickTracks
reports, see Part 2:
Labelling Options.
Byline
Could you make your Website more
effective?
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         CyberSpeakerSM, The Internet in English A Division of Total 'Net Value, Inc. Philippa Gamse, CMC, President P.O. Box 1427 Capitola, CA 95010-1427 Phone: (831) 325-3307 pgamse@CyberSpeak er.com ©2008 Philippa Gamse |