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half of the customers abandon their cart in the middle
of the checkout process or while perusing the market.
10. Next pages – Internal links are used to encourage
people to visit more than one page on a site. Some of
the links are designed for people to follow to other
pages. By checking the “next pages” from a particular
landing page, it can be determined whether the readers
followed the design or wanted to see more of it.
11. Links clicked (heat maps) – Modern “Web 2.0” web
analytics solutions offer heat maps views or, at
minimum, a site overlay way of checking clicks. This
provides information on where visitors click or try to
click
12. Eye-tracking – Tracking “eyes” is more effective than
heat maps of click behavior as eye-tracking is the track-
ing of actual eye movements. This requires visitors to
take part in a study. However, it can provide invaluable
insight into where they instinctively look and what they
see on a given website.
13. Internal searches – Visitors can be random or tar-
geted. This information is available by analyzing in-
ternal searches. Google Analytics allows this and there
are even widgets developed to do this.
14. SEO (Search Engine Optimization) metrics – SEO
experts are totally focused on measuring searches. They
measure PageRank, rankings, and traffic. And there
are quite a few search measurements beyond strict
business or usability metrics. Old school SEO still
makes sense in many cases, especially with backlinks.
Backlinks still determine a site’s success within Google
search. In the US market, it also makes sense to check
these with Yahoo and others.
15. Number of backlinks – In addition it’s beneficial to
know how many people or pages link to a business
site especially if that number is changing.