What is the ultimate behavior of visitors to your web site? Do you want them to call? To fill out a request form? Do you want them to click a particular link? Or, do you want them to purchase a product or a service on your site?

“I want visitors on my site to ____________________________."

Answer the above question and you have established a “goal” for your site. The next step in web site goal and conversion tracking is to tell your web analytics tool which events on your web site represent a goal (or conversion). The most common way to do… Continue reading

Sting is a bass player. You know, for the Police? One of a myriad of things that bass players admire about Sting is his sparse playing. He leaves space between the notes, and when he does play, it’s brilliant.

So when branding Market Motive, I decided to be like Sting. It wasn’t my idea. It was Bryan’s idea. Bryan runs ZURB, a stellar creative agency. Bryan tolerated me while helping us brand our last company, ClickTracks. To celebrate my departure, I called him and asked… Continue reading

Web stats are fun. Entertaining.  Colorful.  But decision making seems to be reserved for the 15% of web analytics users who are intent on growing a business.  If your website affects your revenue, you owe it to yourself to skip the senseless stats, like hit counts and unfiltered visitor counts, and enter every web analytics session with a question in mind. Questions like: Which ads will I delete today? Which referrers will I reward? My posts in this blog will help move you into the 15% that use web analytics to fulfill a strategic direction. --Michael…