Archive for the ‘Website Analytics’ Category

After completing yet another long day of research around website engagement metrics, I found a great post written by one of the most influential gurus in web analytics today, Avinash Kaushik. And in this post he explained his thinking behind the idea that website engagement does not equal visitor satisfaction. While this seems to me like common sense, I could see where many would not see it that way.

So I wanted to take this idea and better explain it for small business owners, who are attempting to understand and improve their own website engagement. It’s actually a very simple idea. Just because someone is engaged with your content, meaning they are visiting a lot of pages, clicking a lot of links and in turn spending a lot of activity time*on your site, does not mean that they are satisfied with their visit. They very well, could be looking for something that they are unable to find and in turn are very frustrated with their experience.

Morale of the story: visitor satisfaction can really only be measured using qualitative tactics such as surveys and polls; and engagement is a completely separate metric.

*Activity time is the amount of time a visitor spends on your website actually participating in an activity (ie. clicking, reading, watching, listening, etc.)

Every month I review a book related to online marketing, metrics or doing business online. It is my goal to give you an arsenal of literature that can better assist you in being successful conducting business online.

Title: Actionable Web Analytics
Author: Jason Burby & Shane Atchison
Copyright: 2007

Rating:

Review:

If you are already pulling metrics data on your website, then you know the plethora of information that can be obtained. It can be very daunting for a business owner to go through so much information and parse out only those tidbits that are truly relevant. This book does a fantastic job of breaking down your analytics and showing only those that can be used to improve the performance of your website and in turn improve your bottom line. This book is laid out well and has an abundance of great information, examples and resources.

I would categorize this book as a “Must Have” for your online business library.

Purchase This Book:

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Every month I review a book related to online marketing, metrics or doing business online. It is my goal to give you an arsenal of literature that can better assist you in being successful conducting business online.

Title: Web Analytics Demystified
Author: Eric T. Peterson
Copyright: 2004

Rating:

Review:

This book is awesome! The author is one of the leading gurus for website analytics and metrics. This book gives readers an in-depth understanding of what website analytics are and how they can be used to improve your website and online business. While this book has a great base of information, it is becoming a bit outdated, but if you are new to website analytics, this book can give you the basic understanding that you are looking for. In addition, readers can visit the blog by Eric Peterson (with the same name as this book) and get even more up-to-date information.

I would categorize this book as a “Must Have” for your online business library.

Purchase This Book

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