Using Web Analytics data to understand the user behavior

There is a lot of data available in the web analytics platforms like Omniture, Webtrends etc. One of the key reports is the click-stream report. Having access to raw data can help understand the differences in the site browsing behavior in the first visit vs. the second vs. subsequent visits.

Analyzing the above mentioned data can help understand the patterns where in the process do the users' drop-off the website before converting. Also, how different is the behavior from first to the second to subsequent. This information can be used in multiple ways:

1. Optimize the site content – make the content more easily accessible that the users are reading in the later visits
   
2. Using cookie tracking – optimize how the site is presented to the users in the first visit vs. subsequent visits
   

These small changes can definitely lead to high conversions rates especially for e-commerce sites.

This technique can also be used in the way how ads are served to users who have dropped off the process before converting. Dynamic ad serving companies like Tumri and Teracent can be used to change the color, messaging to first visit vs. a user who has been to the web site.

PageAlizer...

"PageAlizer" is a great tool useful for providing site analytics. I am sure there are a lot more out there (Webtrends, Omiture etc) providing the same information.

This tool provides how much time each visitor takes to click and where do they click. It also provides a visual map of the pages, how much did the visitors scroll down and where did they click. It helps understand the length of the page upto which consumers are scrolling down to. This is very important as if the content that you want the consumers to see is below where they are scrolling up to then they are missing what you want them to see and take action. Also, if the "Call to Action" button is below that scroll then they are missing that as well.

The report also provides the time till click.

I installed it for my blog and it is giving a lot of information.....