Sublime

Using Unique Visitors will ensure that your conversion rate calculations more closely reflect the real-world purchasing and consideration process of your customers. It is not “BUY NOW! BUY NOW!” It is “Come visit our website. Thoughtfully consider whether we are a fit for you; it’s OK to go back and check with your boss/wife

Online we may be able to use predictive analytics to mine years of data to predict when a particular customer may buy next, to predict the behavior of paid search visitors over the next 12 months, or to predict which prospect we can best target via a specific online channel. In this segment I’ll cover that last type of predictive analytics.

“Where are Visitors coming from?”

Q1: “How many Visitors are coming to my website?”

Site overlay (click density) analysis For your top viewed pages, look at the site overlay report, and analyze the click patterns (only on the top 10 most viewed pages on your site, to keep it simple).

How do you identify all the possible variables that went into delivering an outcome on your website (variables that are key to your ability to extract some value from your predictive analytics efforts)?

Metrics like Visitor Loyalty and Visitor Recency measure precisely that (more on these metrics in Chapter 5). Figure

For example, a news website or a blog or an academic journal website would fall into this category. If you are one of these sites, how do you measure success? Don’t say Visits or Average Page Views, or I will be very sad. You need to measure Visitor behavior, because in this case the behavior will indicate whether you are doing something of value.