By this stage, most online entrepreneurs realize the value of ROI (return on investment) and the importance of accurate metrics to optimize key areas of their business. However, measuring the overall conversion rate alone, (simply stated, shoppers as a percentage of total website visitors), is really not that insightful. In order to understand exactly what sections of your website you should be working harder on, you need to exhaustively track user behaviour throughout your site. For example, do 50% of your visitors end up visiting the Help Section? You might not be communicating something well enough. What proportion of your users visit the Contact Us section but fail to actually send you a message? Note that gathering this data is just half the battle. Acting upon this information –changing elements of your website to improve these ratios and then re-measuring to determine whether the changes were effective or not – is equally essential.
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