EightBlack.

If you haven’t had time to digest Avinash’s video below - let me save you some time. Doesn’t mean you shouldn’t invest the 55 mins to watch it. You should.

But for those “time poor” folk (ie all of us), here’s the crux of the message.

Avinash believes that traditional web analytics is dead. Has no future. He refers to Web Analytics 2.0. And it’s not simply just his way of jumping on the whole 2.0 euphoria.

“Hard core” e-commerce sites as he likes to refer to them as, need to take the time to understand “the intent of the visitor”. The analytics data that any tool collects is virtually useless without customer insight. And it makes sense.

Here’s the 3 most important questions to ask any visitor to your website:

1. Why Are You Here?
2. Were You Able To Complete Your Task (ie what you came to do)?
3. If You Were Not Able To Complete It, Why Not?

The analysis of these open ended text based responses will be far more beneficial to you than gigabytes of simple clickstream data.

You might grapple with creating an exit survey or using a survey tool of any kind, but you owe it to yourself to test it. Extract a sample from your database that will provide statistical relevance. There are great survey tools out there - ASK Database, Survey Monkey etc. All cheap to use. The findings however might just be priceless.

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This entry was posted on Friday, September 21st, 2007 at 9:20 am and is filed under Analytics, Corporate, Internet Marketing, Web 2.0. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.