Web Analytics is the process of measuring, collecting and analyzing web page and web site activity. Web Analytics tells a web site owner who's visiting, what pages they're visiting, when they're visiting, where they're going, and how long they're staying. For e-commerce sites, web analytics is essential to on-line business success.
For companies operating shopping carts, there are several web analytics metrics that are critically important. Here are a few:
Landing Page Visitors: In a shopping cart, a landing page is usually a page about a specific product. Visitors often arrive at a landing page from a search engine results page. Knowing the number of visitors to a landing page is an indication of the effectiveness of the page in attracting searchers.
Landing Page Bounce Rate: This is the percentage of visitors who arrive at a landing page, and then immediately leave the site. The higher the bounce rate, the lower the effectiveness of the landing page in enticing visitors to stay once they've arrived.
Conversion Rate: This is the percentage of visitors who arrive at a landing page, put something in their cart, and check-out. Tools for measuring conversion rates tell you how often people abandon their shopping carts, and where abandonments take place. The retailer can then take action to try to improve conversion rates.
Detailed information about visitor activity at a web site can either be garnered from the web sites log files, or from third party services (i.e.: Google Analytics
, Yahoo Web Analytics
, Deep Log Analyzer