Web Marketing Consultant
Joe Seidler

Tips on Using Web Analytics Reports

First-Level Metrics

• How many daily visitors do you receive?

• What is your average conversion rate (e.g., no. of sales, signups, etc.)

• What are your top visited pages?

• What is the average time-on-site?

• How often do visitors return?

• What is the average visit page-depth and how does it vary between new and returning visitors?

• What is the geographic distribution of visitors?

• Do visitors stay for a while or simply bounce off?

First-Level Metrics w/E-commerce

• What revenue are you generating?

• Where are customers coming from?

• What are your top-selling products?

• What is your average order value?

Second-Level Metrics

• What is the value of a visitor?

• What is the value of each web page?

• How does ROI differ between new and returning visitors?

• Does the use of internal site search help with conversions?

• How many visits and how much time does it take for a visitor to become a customer?

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