January 22, 2018
The term unique visitor is used to describe any party or
individual that accesses or visits a brand’s site during a particular period of
time (reporting period). Most often other analytical tools used will weed out
visits from “bots” and other non-human visits. Visitors to a site provide very
useful information to brands because there are many characteristics and demographics
that can be collected about them, that can be used in various ways. Forbes.com
mentioned, “Some visitors are inherently more valuable than others, because
they’re more interested in buying from your brand, or because they spend more
time on your site, or for some other factor. Accordingly, you might categorize traffic based on people
who are strongly interested in your brand, weakly interested in your brand, or
not interested in your brand. You can also categorize traffic based on where
that traffic came from. (DeMers, 2017)
Unique Visitor information is also very useful
for helping a brand determine the reach and size of their audience. A company
might have web visitors from a more localized area or the possibility may exist
that unique visitors are from throughout the nation or even the world. An
example of a brand segmenting visitors based on their location and capitalizing
on the results that were uncovered comes via international athletic shoe and
clothing brand Puma.
An article on DigitalVidya.com provided information concerning
this application stating, “Puma is a world famous brand that manufactures shoes
and sports apparel. Puma is presently heavily involved in on-line operations through
the brand’s social media offerings and website Puma.com. The website serves the
purpose of communicating brand information and providing an e-commerce gateway
to Puma’s target audience. Puma wanted its website to fully display all of its
product categories and to also tailor the website experience for different
regions while maintaining its international brand image. They decided to
redesign their website with the help of data analysis and testing and commissioned
a Google certified partner, Viget to undertake this project. They selected
Google Analytics as their web analytics platform for developing and measuring the
performance of their website” (Joshi, 2016). The article then went on to relay
specific steps that were taken to accomplish Puma’s goal as follows:
- “Google
Analytics allows location based segmentation. The path in Google Analytics
is as follows: Google Analytics—–> Reporting—–> Audience—–>
Geo—–> Location. You can then create segments by clicking on the ‘New
segment’ button. Refer to the diagram below.
(Joshi, 2016)
- They
used advanced segmentation to isolate visitors from different geographies
and track their metrics.
- Puma localized
its website for different geographical areas as was their goal. An example
of changes instituted was a featuring specific celebrities for the Indian
edition of Puma.com. The graphic below features popular model Lisa Haydon
in an Indian version of Puma.com.
User traffic from emerging markets such as India and China
has increased by 47% based on these changes. (Joshi, 2016). This example
displays the possibilities that exist when brands collect this type of insight
and utilize it within their web offerings.
Resources:
Joshi, Amitabh (2016, March 15) Puma Increased Order Rates
To 7.1% Via Google Analytics Insights. Digitalvidya.com.
Retrieved from http://www.digitalvidya.com/blog/puma-increased-order-rates-to-7-1-via-google-analytics-insights/
Demars, Jayson (2017, November 8). Which Type of Website
Visitors Are Best: Social, Search, Or Referral? Forbes.com. Retrieved from https://www.forbes.com/sites/jaysondemers/2017/11/08/which-type-of-website-visitors-are-best-social-search-or-referral/
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