tailieunhanh - Web Analytics FOR DUMmIES phần 9

Trước khi bạn cố gắng để tối ưu hóa trang chủ của bạn, bạn cần phải hiểu mục đích và tầm quan trọng của nó. Trang chủ của bạn thường có thể là ấn tượng đầu tiên mà thế giới được công ty của bạn. Đó là cánh cửa cho phần còn lại của những gì bạn có để cung cấp, | Chapter 16 Fine-Tunina Your Web Site 285 Optimizing Your Home Page Before you attempt to optimize your home page you need to understand its purpose and importance. Your home page can often be the first impression that the world gets of your company. It s the doorway to the rest of what you have to offer its design and content can cause a visitor to enter or slam the door of opportunity in your face. The home page has to balance visual appeal with usefulness. Of course you can accomplish that goal in any number of ways but you certainly want to include standard elements about who you are your unique selling proposition and a clear navigational framework to help visitors explore the site efficiently. Then use Web analytics to help you measure the most effective combination of elements so that you can increase revenue from your home page. Before you start any optimization project be sure to record your key metrics key performance indicators KPIs . KPIs illustrate how well the site performs against goals. You can read much more about KPIs in Chapter 11. Users enter your site from many different pages. When you track users who enter your site from the homepage here are some important metrics and KPIs that you ll want to measure Average Time on Site The average amount of time a visitor stays on your site see Figure 16-1 . Users who come through your home page should be immediately understand what you offer and should feel a sense of trust for your site that will encourage them to hang around and see what all you d like to show them. If this number is under 30 seconds you didn t get their attention. You need to make some changes to your home page. Figure 16-1 Average Time On Site report. 1 Average Number of Pageviews The average number of pages a user visits on your site see Figure 16-2 . This metric is similar to average time on site except instead of measuring seconds and minutes it 286 Part IV Knowledge Is Power Making Analytics Work for You measures how many pages .