Statistical Analysis and Performance Metrics
Understanding trends and consumers interaction helps develop business practices with better results.

What many people find to be horror… statistical analysis… is one of the areas we love most. Statistical information is kept on all data available online. The information is used to verify the actual performance of the optimization, network, social media, and the parts of the website that are working, and the ones that are not. It is part of the ongoing pursuit of excellence, and provides immensely valuable information when it is cross-referenced with customer feedback and actual sales figures of the different items in the product and service mix of our Ally.

It is both exciting and interesting to see how the programs that are being implemented produce an effect in both the volume and behavior of guests to the website. When new pages are created to highlight a new product, promotion, or event, and are subsequently optimized, we are able to measure how the popularity of the landing page increases as more and more visitors reach it, and the efficacy of the message by gaging the percentage of people who follow the desired path of clicking forward to the booking form, as opposed to the promotions page, another product page, or frequently asked questions page. If our new landing page has issues reaching aligning with the desires and preferences of our target, or if the optimizing campaign is attracting the wrong profile of guests, the launch will fail, and we will not have to go by the feedback of our ally only, because we will see that we have a high drop off rate from the page, which tells us that it was not compelling. If the average time on the page is short before the drop off, it speaks to the quality of engagement of the the title, the first line of text in the first paragraph, and the visual appeal of the page, where if the average time is lengthy and there is still a high drop off, it speaks of the value of the proposition.

Understanding where traffic comes from is another important part of the marketing of the company. If we find that the vast majority of our visitors are finding our page in Latin America, it could make sense to create a Spanish version of the website. If we find that searches are spread out across the USA, and yet our services being provided are mostly originating from a South Florida residential address, we could want to look into the nature of the visits from other states. Were these visitors valid potential customers that arrived and did not find what they were looking for? Or were they just curious about the model of business? The answers are found in several places, the first place is by cross referencing the geographies with the bounce rate to confirm their lack of interest. If the bounce rate is high, then we would cross reference the depth of interaction and the specific pages compared with the keywords chosen to arrive at the website. Sometimes we find that the keyword chosen to land at the site was green transportation service, and search engines exposed a page because it contained a comment of using a green cleaning supply in the maintenance of transportation vehicles. Not that the search engine was wrong, or that the guest should not have come to our site, just that the visitor was never in the market for our service, just seeking information about earth-friendly travel.

Data that we track and keep on record includes: visit volume, recurring visits Vs new visits, bounce rate, drop off rates from each page, the time visitors spent on the site, and the pages they spend more time on, the pages that receive most visitors, the pages that receive least, the parts of pages that receive the most interaction, the performance in bringing visitors of Google, Yahoo, Bing, Facebook, Twitter, Google Plus, YouTube, and each of the microsites, the geographic location of visitors, and the keywords with which the visitors found our sites, among many other items of statistical data we track for each website.

The data is evaluated on a daily, weekly, and monthly basis, and is compared to the dates of specific promotional activities to understand the relationship of the visitors and the promotions, as well as the overall growth and productivity of the different highlighted products and services.

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