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According to Web Analytics Association (WAA) standard definition, a conversion is a visitor completing a target action. Conversion rate is calculated by total number of visitors completing a target actions divided by a “relevant denominator” (Sometimes it is total number of target actions divided by a “relevant denominator). The key here is “relevant denominator”. This is often ignored by many organization and they tend to use the default denominator provided by their Web Analytics tool provides. The most common denominator used by most of the tools is either total visits or total visitors. If you are an eCommerce site then potentially every visitors or visit is a target for conversion and “Total Visits” or “Total Visitors” as a denominator might make sense. However if your site is a non-eCommerce site and conversion to you means getting people to register on the site then using a denominator like total visits or total visitors to calculate conversion rate, wrongly assumes that all ...

Most likely, you have all heard that high bounce rates are bad. Some people even believe that bounce rate affects your sites search engine rankings. Meaning higher bounce rate is bad for your organic rankings. I am not sure if that actually is true or not but it does show you that most analysts consider high bounce rates as a negative indicator of a site’s health. Are high bounce rates really bad? Generally they are but you have to consider the other factors and put everything in context before you can come to that conclusion. In my post “All that bounces is not Bad” , I showed you that there are cases when the bounces are not really bad. One of the causes of high bounce rate is the entry via “destination page”. A destination page is a page that provides the information that the visitors are looking for. Destination pages are going to have higher bounce rate and no matter how hard you try you might not be able to move the needle on those pages. For this reason, most of the news sites, ...

This is the time of the year to make few predictions for 2010. Here are my 5 predictions for Web Analytics, Social Media and Digital Marketing. Website Testing – What’s the point of creating a cool looking site that does not engage or covert the customers? Website Testing (A/B and Multivariate testing) is the key to those conversions, Website Testing won’t be optional in 2010. Website testing will become an essential part of website design and development. Website designs will make it easier to change the elements of page and hence make it easier to test them. Jobs in A/B and Multivariate testing are about to rise. For your reference there are currently 252 jobs for “A/B testing” on simplyhired.com. Web Analytics - I have two predictions about web analytics (generally known as web analytics): Adobe will start incorporating Omniture into its products . WebTrends will be sold this year. Mobile Analytics – Mobile usage will continue its upward trend and so will the number of mobile site...