Google has just launched a new tool within Analytics called Google Visualizer.
It’s really very interesting and allows you to plot various site performance results on a graph and then see how they’ve evolved over a set period.
I did a little experiment on one of our client’s results to try to test what seems to be a logical theory. It seemed reasonable to assume that a client would be more likely to convert if they spent longer on the site and had a low bounce rate.
According to my theory, the conversion rate should be worst in the bottom right and best in the top left. Broadly this may be interpreted to be true but I can’t see that we could suggest the results are statistically significant.
The big message that came out of this is that you ignore the smaller search engines at your peril. With this particular client Altavista and Yahoo constantly had better conversion rates than Google. Of course this won’t be true in all cases, but for this client we’ll now be putting a bit more focus on these engines.
We’ve recognised for a long time that search traffic isn’t everything – what’s important is turning that traffic into business. Google Vizualizer could be a great tool to help us with this goal and I’m sure we’ll be using it lots in the future to make sure we get the best results for our clients.