웹분석과 온라인 브랜딩 메트릭스

Direct visitor traffic.

This is a combination of looking at overall site traffic and the percentage of traffic that comes directly to the site. Rather than through search, links from other sites, or other campaigns, this indicates people came directly to the site by typing in the URL or using a bookmark.

Perception studies.

Through our proprietary perception analysis software, we can analyze site experience impact on visitor perceptions. This is done through surveys on entry to and exit from the site (different users in each set), and looking at the lift (hopefully) in perception. Through scoring, we can quantify the lift and compare it based on different site behaviors.

Depth of exploration.

This is how deep into the site visitors explore. Often, we look at the percentage of site visitors who view X or more pages on the site. We find this is a much better metric to use than time spent on the site.

Repeat buyers.

What percentage of buyers return (site, store, catalog, phone, etc.) to make purchases after making a purchase online?

관련기사:Web Analytics and Online Branding Metrics
          Web Analytics and Online Branding Metrics, Part 2