It’s been a while since I’ve written a “The difference between…” post, but since this blog has received a lot of brand new subscribers over the past few days (welcome everyone!), I felt like one of my traditional blog posts would be in order. Oh, and tell everyone you know to subscribe to our Site Intelligence / Web Analytics blog – thanks, I appreciate it 🙂
I’ve written the following “The difference between…” blog posts so far:
The difference between Landing Pages and Top Content or Most Viewed Pages is actually a very easy difference to understand, but I have seen that quite a number of folks sometimes get the two confused or mixed up, so let’s clear the air, shall we?
The Top Content / Top Pages / Most Viewed Pages type of report
Whether you’re using Omniture SiteCatalyst, Google Analytics, or anything in between, a report like this is simply attempting to show you visits and pageviews to the many different pages on your website. They may show you the bounce rate of each page, but they are usually very simple reports by default, designed to give you a sense of how popular your website’s pages are. It doesn’t take into consideration where they came from or if they’ve been there before – again, its main objective is to collect visits, pageviews, and time on site metrics (and depending on your analytics package, bounce rate as well).
Top Landing Pages / Top Entry Pages type of report
This report is designed with one metric in mind – the bounce rate that we analysts love so very much. This report is specifically designed to show you what pages were used by your visitors as entry pages to your website, and what each page’s bounce rate is. In Google Analytics, this is a very simple but very effective and strong report – if you see a popular page on your website with a very high bounce rate, you may want to investigate as to why so many people are landing and leaving right away (or, without visiting any other page on your site).
Pretty simple, right? Whenever you see “Entry Page” or “Landing Page” as the name of your report, just know that this isn’t counting every page of your website – only pages that were used as entrance pages.
…and, in case you were wondering what the heck I’m talking about when I say “bounce rate”, check out my post on it from some months ago, and you’ll be all caught up! 🙂
Thank you for reading – and again, welcome all new subscribers!
A recent survey conducted by both PayPal and comScore was just released to the general public, showing the top reasons why customers abandon an online shopping cart before purchasing. I first saw this referenced by Anil Batra a couple of days ago, who is a well-respected Web Analytics practitioner and blogger, and I wanted to share it with you.
If you remember last week, I blogged about Five Tips for Improving Your Shopping Cart. I didn’t conduct any market-research or any structured surveys for it – as I mentioned in my post, some of my tips were based on gut-feelings and personal opinions from a “Common Sense” point of view. Looking at this PayPal / comScore press release makes me smile, because the top five reasons that survey respondents gave PayPal / comScore are very much in the ballpark with some of my thoughts from last week.
So, if I may, below are the five reasons that are listed in that press release, with the percentage of respondents for each reason, and my personal observations on each one. The survey was conducted from March 25 to April 18, 2008, surveying U.S. online shoppers who had recently abandoned a shopping cart. This includes small, medium, and large-sized merchants.
1. 43 percent of consumers didn’t pay for items in their shopping carts because shipping charges were too high.
Can you really blame them? In our landscape of “Free Shipping” and “Same-day Shipping” and everything else, it’s no wonder 43% of these online shoppers abandoned their carts. Try building some of the price of shipping into the price of the item if you absolutely have to cover shipping charges. Or, drop your shipping charges incrementally, to see if that increases the demand for your product.
2. 36 percent of purchasers didn’t pay for items because they felt the total cost of the purchase was more expensive than anticipated.
There’s that word: anticipated. If you remember last week, I said I hated it when I only found out, very late in the shopping process, what my actual payment amount was going to be, because some websites are not clear or do not disclose shipping, tax, and other surcharges right away. Tell your customers early on about every single penny they have to pay – and present them with the lowest possible shipping price whenever possible. Don’t surprise them or try to sneak one by them – if you believe this survey’s numbers, that’s a lot of disappointed customers.
3. 27 percent of shoppers didn’t pay for items because they wanted to comparison shop at other Web sites before making a purchase.
Comparison shopping is a fact of life. Some people do it to find the lowest possible price, while others do it simply out of curiosity. Other people do it because their friends recommended they comparison shop, while others just do it because they can. However, if you sell good to high-quality items, at a fair price, with fair shipping / tax surcharges, and have a good to great functioning web site and Ecommerce system that is clear, easy to use, and customer-friendly, you’ll find that some or most of these people will eventually come back to you.
4. 16 percent of consumers didn’t pay for items because they could not contact customer support to answer questions.
This can be a big problem. Make sure that your customer service contact information, such as a phone, email address, or LivePerson chat applet is perfectly visible, clear, and functioning on every single page. These online retailers lost 16% of their customers simply because no one was there to answer the phone, or because they couldn’t even find out how to ask for help in the first place. They may just have had a very simple question, and would have bought it regardless of the answer. These are like careless turnovers in the NBA playoffs – completely avoidable.
5. 14 percent of shoppers didn’t pay for items because they forgot their usernames and passwords for their store accounts created with the merchants
If you thought that having a “create an account” function on your Ecommerce system was helping your customers, think again. 14% of these online retailers’ visitors did not convert into customers because of a username and password that you felt you needed to collect. You could make the argument that you could increase sales or revenue by 14% overnight, simply by removing this part of your sales process all together. Remember, don’t get in the way of your customers handing over their hard-earned cash to you. Make it as easy as possible for them to do so.
Think of this real-life example: You walk into your local supermarket for the very first time. You do all of your shopping, and you’re now standing in line with your shopping cart, ready to check out. Right before you start putting your items on the conveyor belt, a lady asks you to fill out a one-page form, which creates your store account. If that’s not annoying enough, because you’re either double-parked outside or have to pick up the kids from after-school or you just want to go home already, you’re only allowed to walk in to the store again after you put in your account access or log-in information at a computer located right at the front door of the supermarket. How frustrating does that sound?
Why is it that I love this Map Overlay report (in the Visitors section) in Google Analytics? Does it give me deep insights as to what my website visitors want? No. Can I measure Key Performance Indicators (KPI) off of it? No. Will it help me discover what keywords are performing well in my paid search campaigns, and which ones I should drop? No.
Is it really cool to play with and spend minute after minute…after minute…rolling over each city in each state in each country, and then zooming out and doing it again on another state or country? Yes, absolutely.
(Editors Note: I am not suggesting I am slacking off while at work. It is merely a hypothetical situation :))
There are a few things that you can do with the Map Overlay. Toward the top-right corner of the map, it should say “Visits”, with an arrow pointing down. Clicking on that will open a menu where you can change the metric that you’re currently viewing. So, instead of Visits, you can view the Bounce Rate, G1 Goal Conversion, or even Revenue, if you have Ecommerce Coding Enabled.
You can also change the detail level of the map. By default the Map Overlay shows you corresponding detail level (so, if you’re looking at the individual country level, your detail level will also be set at country). If you change this option to “city”, towards the bottom-left hand side of the page, directly below the actual map, you can get the very popular “chicken-pox” view of the map:
See how the fun just never ends? Maybe I just like Geography more than the average person, I don’t know. I think that everyone should think about what their favorite report or reports are, and think about why they are your favorites. I would say that the Map Overlay report is my favorite because of functionality and ingenuity. I’m probably not alone in feeling this way. Can you imagine a Google Analytics platform where more [important] reports were as cool to use and as friendly as this one?