I don’t think you can ever consider any website 100% complete, if you did you would ignore one of the biggest advantages of publishing online – the ability to continually refine the product based on in-depth statistical data for all its visitor interactions.

A big part of what we do at Revium is centered around analysis.

This work is not only part of new website builds, it is also a critical ongoing task for existing sites as we look to make continual performance enhancements to our client’s websites.

I don’t think you can ever consider any website 100% complete, if you did you would ignore one of the biggest advantages of publishing online – the ability to continually refine the product based on in-depth statistical data for all its visitor interactions.

As most people know, Google Analytics is the industry standard for website statistics. By adding a small script to each page of your site you enable Google to record data for each and every visitor to the website – all the way from the pages they visited and the time they spent on each page through to the type of browser they are using and the size of their screen. As an administrator of a site you can then log into your Google Analytics account and set about analysing all those interactions to try to establish patterns of use, and in turn identify what areas of your site need enhancing to improve visitor engagement and/or the rate of success of your calls to action.

Unfortunately there are some weaknesses in the standard recording abilities for Google Analytics which can lead to a distorted view of user interactions. One of the most obvious weaknesses is that unless a user clicks on a button on the last page of the site they visit, Google will not be able to record their time on that last page.

As an example of the impact of this issue, imagine a single campaign page where visitors are landing directly on that page. You may be looking to get them to scroll down the page and then engage with some form of call to action. Without advanced tracking techniques those visitors who don’t complete a click based call to action, or proceed to another page on the site, will be recorded as a bounce and the ‘time on page’ metric for their visit will be recorded as zero.

With no data for visitors who don’t complete the call to action it makes it impossible to get any indication of why those visitors aren’t completing that desired action.

To overcome this shortfall we can use advanced tracking techniques. This additional scripting will give us an accurate measurement of time spent on the last visited page as well as the capability to record actions such as page scrolling, clicks on non-interactive elements, time between specified actions and much more. These additional metrics can be invaluable in helping us to better understand user behavior and in turn develop strategies to improve the page to increase its rate of success.

By implementing a process of advanced visitor behavior tracking, ongoing statistical analysis and continual site optimisation we are able to provide clients with consistent improvements in their existing website’s performance.

If you would like more information on implementing advanced tracking for your website or if you are interested in engaging us to complete an audit on your existing site’s performance then give us a call on 03 9429 2000 or alternatively feel free to send us an email.

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