Why Do Your Web Site Visitors Think You Suck?

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This past weekend I had the pleasure of watching one of the most interesting and informative videos on web analytics I’ve ever seen. Yes, that’s right I used pleasure and web analytics in the same sentence.

For many, myself included, understanding web analytics can sometimes be a daunting task. I mean honestly, what do all those numbers really mean?!? Most importantly, how can you use that data to better understand your visitors behavior and make the necessary adjustments to improve your online business’ bottom line?

The presenter in the video is web analytics expert, Avinash Kaushik. Two things I immediately like about this guy are:

1. He’s  not a “guru”. He’s a “geek”. (I mean that as a compliment.)

2. He’s a “geek” that understands business and marketing. (He can take all of those numbers and use them to make money.)

For marketers and online business owners the biggest and most constant challenge with web analytics is gleaning the users intent from the data. In other words what were all these visitors to my web site really looking for? Did they find it? If not how come?

One of the best web analytics tools is the human experience or as Avinash puts it, “The Customer Voice”. “Do You Know Why Your Web Site Visitors Think You Suck? / Voice of Customer Drives Change!”

I found these points to be extremely valuable especially coming from a web analytics expert. Yes, the data is good and we can learn a lot from it. Yes, web analytics tools are getting better and better all the time. But, still the best way to really know what’s working and what isn’t is to ask the customer. I know, I know it’s not a revelation to most online business owners but how many of us are actually doing it?

I was also glad to learn that getting this information is not as hard as it may seem. According to Avinash there are only 3 questions that you need answered.

1. Why are you here?

2. Were you able to complete your task?

3. If you were not able to complete your task today please tell us why. (This is where it hits the fan.)

Sounds pretty simple right? I think so. Of course the more challenging part will be getting your site visitors to actually fill out the survey. However, the people you’ve really pissed off, the ones that really think you suck are just dying for the opportunity to tell you why. And, while some of these comments may be hard to hear it is the valuable feedback you need to improve your users’ experience and your company’s bottom line.

Here’s the video so you can watch for yourself. Also don’t forget to checkout Avinash’s blog and his book, “Web Analytics an Hour a Day”.

Enjoy, Barry O.

1Cat.biz Tags: Avinash Kaushik, web analytics