One of the most difficult parts of a website optimization campaign is analytics. With many data points to choose from when looking at your landing page optimization campaign, it’s easy to overlook some of the most important elements. Here are six analytic points you need to pay attention to:

Entry Pages: A lot of emphasis is placed on home pages in website analytics. But landing pages and product pages are also critical to the success of your site. One of the best things to analyze on an entry page is the last action a person took before leaving. It might tell you what was frustrating on the site and caused them to quit.

Meeting Sales Goals: The main goal of almost any website optimization campaign is to increase landing page conversion and turn clicks into sales. But too many people get bogged down in the minute details of their web campaign and lose focus on tracking their sales performance. Most solid analytics tools have the ability to set and track eCommerce goals.

web analytics

Web Form Stats: Your web forms are critical to your landing page conversion rate. Whether its customers asking for more information on your services or a shopping cart or payment page to complete a transaction, you need to know if customers are filling out forms once they get to the final step in the process.

Search Keywords: Finding the right keywords to focus your optimization efforts is a critical aspect of your SEO campaign. Before you do this, you’ll want to see how people are finding your site now. If the majority of customers found it by searching for your “brand name,” you aren’t doing enough to attract new customers. More generic keywords will be effective search keywords to optimize.

Traffic Sources: It’s easy to become so wrapped up in detailed web analytics and forget about one of the most basic pieces of data: where your web traffic is coming from. Determining if visitors are coming because of web searches, referrals or ad campaigns will help you understand which tactics can potentially have the best results.

Actual Website Traffic: Did you know that many website visits aren’t from real customers but from search engine robots and spiders that crawl Internet sites regularly? Most web visits that last 10 seconds or less are useless to you. Focus on lengthier visits to get a more accurate reflection of your web campaign.

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