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Archives for January 2008

1 Key Website Statistic That Maps the Road to Success

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Customer being bounced from websiteIf you are looking to increase sales from your store, at some point you absolutely must read what your website analytics are telling you.

It’s not enough to just drive more traffic to a site or add more products in the hope of increasing sales. Sure, that may have a small and limited impact, however, to really increase and sustain sales, you must find out where your problem spots are. You can locate these problem spots by reading your website analytics. They hold the key to your success.

However, oftentimes users ask … “there are so many numbers in my analytics, where do I start”?

The most logical place to start is to find out where users are leaving your site.

While there are a number of key metrics that are important within your analytics, none can be more important initially than your “Single Page Bounce Rate” in determining where problems are.

Assuming you are receiving qualified traffic to your site, “Bouncing” a potential customer due to circumstances completely within your control is like kicking them out and saying “I don’t want you here.” That’s no way to make money.

IMPORTANT NOTE:

Bounce Rate is NOT the same as the Exit Rate. Both are very important and worthy of review, but do not confuse what the two metrics report on.

Likewise, website bounce rate and single page bounce rate, although similar metrics, report on two different areas of a site. For purposes of this article, I’ll focus on single page bounce rates.

While each are important in determining problem spots, the first one to focus on is the Bounce Rate (I’ll explain why later in this article.)

Wikipedia defines a Bounce as:

“A Bounce occurs when a website visitor leaves a page or a site without visiting any other pages before a certain session timeout elapses.”

More detailed information can be found by going to Bounce Rate at the Wikipedia site. I highly recommend reading it if you have not already as it contains some very helpful information on the topic.

Why Should I Focus on Bounce Rate First?

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NEW RELEASE: Simple Google Analytics v1.2.0 – New “ga.js” code compatible

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Version 1.2.0 of Simple Google Analytics (for Zen Cart) now uses the updated “ga.js” tracking code released by Google in December 2007.

The older urchin.js tracking code will be phased out, and no longer will be supported after the end of the year by Google.

The newer ga.js tracking code provides increased reporting capability and is considered “lighter weight” from a code perspective.

Features of Version 1.2.0

  • Adds standard Google Tracking to website
  • Automatically Adds E-Commerce tracking to website
  • Adds the ability for you to install Google Conversion Tracking
  • Uses the new “ga.js” code released by Google in December 2007

How to Download Version 1.2.0
You can download this new version by clicking here. You will be taken to my downloads page where you can select the new 1.2.0 version.

Complete instructions are enclosed in the download to assist you in either upgrading (from previous versions) or “new installations”. Please make sure you read the instructions carefully for upgrading etc… It is easy and straight forward, but you should be aware of a few file changes.

A screenshot of new version 1.2.0 is below for reference:

Simple Google Analytics for Zen Cart version 1.2.0

14 Things You Should Know About Most Online Consumers

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For e-commerce businesses, consumers are the lifeblood of your online success.

Treat them well, and you’ll be rewarded. Treat them bad, you’ll feel it in your pocketbook.

Here are 14 important things you need to know about online consumers.

  1. They generally make initial decisions in 8 seconds or less
  2. They want things presented in a simple manner (following the KISS “Keep it Simple Stupid” principle will go a long way)
  3. They will buy from you if you fill their need, provide credibility, and make it easy for them to checkout
  4. They want things fast
  5. They expect at least one of the shipping options to be “free shipping”
  6. They can help grow your business virally because they tell friends
  7. They equally can destroy your business overnight with a bad customer experience
  8. They like clear instructions on how to checkout
  9. They like to see phone numbers, it provides a measure of customer assurance and credability
  10. They don’t like forced pop-up “live / chat” options pushed to them but they expect to be able to easily find out how to ask for help if they need it.
  11. They expect to see shipping rates clearly disclosed before they add items to their cart.
  12. They expect secure checkout (duh). Make sure you clearly display the SSL Cert within user eye flow to satisfy their need.
  13. Unless your product is totally unique, one of a kind, they can always buy it from someone else. Give them a reason to buy it from you.
  14. They like to know how your product is going to benefit THEM, not how it is going to benefit you.