Analytics tools have left us swimming in data about company websites and if you’re not careful, you can waste a lot of time analyzing it and end up not very far from where you started. This is because this data tells us what happened, but it leaves out the most important information. Why it happened.
If you don’t have data to back up why something is happening, the door is left open to opinions; and the one who wins isn’t necessarily the right one, but usually the highest paid one. This can cost lots of money. No matter how you slice and dice the data, you can’t answer the why question yourself without imparting your own biases into the answers.
Have you ever gone into your PPC account, found a keyword that isn’t showing conversion numbers that are up to par and then make the decision to delete it? If so, you may have cost yourself some business because of what is called “conversion attribution.”
What determines if your PPC visitors stay and engage with your website?
Well, if there’s one thing we know about humans, its that they love to be comfortable. Ironically, we spend a lot of time, money and energy trying to make sure that’s the case. That’s why immediately after my wife got her dream home, she started talking about more vacations. And it’s why 11 am on Sunday morning is the most segregated time of the week.