Web Analytics 2.0 for Ecommerce Merchants

[Kristijntje]

Avinash Kaushik is Google's official "Web Analytics Evangelist," ... He advocates using simple online surveys to ask site visitors three critical, "primary purpose" questions.

  1. What is the main task you're trying to complete on this Website today?
  2. Were you able to complete it?
  3. If no, why not?

With insight into what people are really trying to accomplish, and how the site helps or hinders, you can help your visitors meet their goals. You can look at customer's desired outcomes and understand how they align with the outcomes your business seeks.

When you hear your customer's voice, you may find opportunities to remove obstacles to purchase, but you'll also learn that not every customer shows up to buy. You gain a more realistic look at the true size of your conversion rate opportunity. And you get the chance to help more customers complete their current tasks and leave satisfied, increasing the likelihood that they'll come to you when they are ready to buy.

full article: http://multichannelmerchant.com/webchann...ics_youll/