"See no evil, hear no evil: collaboration, lies and persuasion in web analytics" was posted by Marianina Manning and received 2 commented
Avinash Kaushik said,         
June 11 2007

Marianina: Very thoughtful post with real world insights. I like #1 (obviously: http://tinyurl.com/z99ys). I would add a tiny tip to the table in #2.
Adding bounce rate is a prefect extension of the thought process (I am disappointed how rarely people see the power in bounce rate). I could also add Visitors (or Revenue or Orders) to the table. The reason is that it is entirely possible that Banners, with 0.2% conversion rate, are driving 90% of your revenue.
Sometimes percentages hide part of the story and adding some absolute number (hopefully a relevant one!) can provide additional nuance to the story that you are trying to tell.
Hope this makes sense.
-Avinash.

Marianina Chaplin said,         
June 11 2007

Avinash, thanks for your reply and feedback.
In regards to absolute numbers/actual sales figures being compared against the percentages – I absolutely agree – they give you that extra context which you might otherwise be missing. My assumption was that if search is underperforming in all areas (including sales), then look to get some objective advice. Marianina

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With web analytics, we can transform the way we see and act on our marketing performance to make it, our site and conversion rates better. My blog shares my experiences on how to get good insights and put them into action.

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