Using Analytics Tools Effectively

I talk a lot about using tools like Google’s Website Optimizer, Google Analytics and Crazy Egg. These are all tools that can give you valuable information what your users are doing, how well your website is converting visitors and much more.

One thing I have found myself doing is getting into the habit of checking analytics or crazy egg reports everyday and just thinking about how the reports give interesting data. For example I will look at a report and think, “Oh, that is very interesting that people are clicking on the link in the footer when they should be clicking on the top order button.”

I will then move onto the next report and do the same thing. “Oh that is interesting that 18 people found my site searching for “10 day trip to hawaii”.

This is ineffective reporting. What I need to do is examine a report, take away the major points that standout and then put an action plan into place. For example, if I look at a crazy egg report and see that visitors to a particular page of a website are not clicking on links that I want them clicking on, I will make an action plan to make the links I want clicked more prominent. Maybe I will remove other links that are not important to me but are distracting visitors from the sales path.

The point is all of these awesome tools exist not just to keep me interested during the day, but to make changes to my websites that will ultimately make me more money.

Adam White is a 20+ year entrepreneur having built and sold 18 internet businesses. He currently runs JustReachOut and SquidVision, a new type of landing page optimization software for SaaS companies, and does SaaS and SEO consulting at He lives in Tennessee with his wife and kids and in between SaaS businesses he writes and directs feature films.

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