The first time we take a woodwork class in school, after the safety instructions, we’re taught the cardinal rule:

“Measure Twice, Cut Once”

Which is, of course, much more preferable to:

“Measure Once, Cut Twice”

or the even worse:

“Measure Once, Cut Once, Discard, Cut a New Piece”

With your website, analytics allows you to continually measure the performance of your site, and allows you to adjust in areas that you wouldn’t even realize you were deficient in, in order to maximize your ROI. Without an analytics solution you may know how much traffic you have coming into the site, but:

• Do you know what your visitors do once they get there?
• Do you know where they found your site?
• What keyword made them click on your search listing?
• Was it organic or paid?
• How many pages did they view?
• How long did they stay on the site?
• What page was the last they visited?
• What’s the abandonment rate of your shopping cart?
• Is there a particular page that gets more visitors than others and why?
• Which keywords convert?
• Which landing pages convert?
• etc, etc.

So without an analytics solution all you can do is:

“Cut, Wait, Maybe Cut Again”

A good analytics tool implemented on your site can give you the answers to these questions and more. This gives you the ability to:

“Measure Multiple Times, Adjust Multiple Times”

Filed under: Analytics on Wednesday, October 10th, 2007 by Simon Heseltine |
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