What do customers do when they come to a website? Most business websites have analytics that measure total pageviews, and how many visitors "bounce" (click away without going beyond the home page). But richer analytic insights are readily available. By tagging pages, or content within pages, webmasters can get a much more complete view of what visitors are doing on the site. In particular, what is turning potential customers into actual customers?
As Geoffrey Bock writes at SearchContentManagement, many organizations are missing out on the opportunity to gain a full view inside their websites. In order to get a better picture of how website visitors are engaging with the site, they should use tagging for analytics as well as content.
"Tagging" pages with identifying information that is visible to search engines, but not necessarily visible to human users, is a long-standing Web practice. Initially such tags were used to supply search engine keywords. Today the most familiar type of tagging is used by bloggers to indicate topic categories, which may also be used go populate word clouds.
Tags, however, can also be used to provide analytics data. Bock calls particular attention to the value of tag-based analytics in tracking how website users engage in key business events. The most crucial business event on a website is, typically, placing an order, but other important business events include downloading or requesting detailed brochures or information that are often preludes to placing an order.
Key business event actions on a website may not necessarily originate on the website. They may start with print or media campaigns that provide the website URL. And, just to complicate things, not all key business events are obvious. Interesting content on a website may draw visitors to making a return visit, and only then may they take a specific action.
Analytics tools that work with tags are readily available for organizations of all sizes. Google Analytics is one of the most familiar; others are optimized to work hand-in-glove with CRM systems. GRT Corporation can guide you through the tagging and analytics landscape, and help your organization to make the most effective use of analytics tags for your website content.