What is it? - The In-Page Analytics report shows the number of clicks on each link on a page. It also shows other helpful information such as
Revenue from clicks on a link, Goal Conversions, and so on.
Also, by segmenting
the data, you not only understand things in aggregate, all Visitors, but now
you can start to
understand different types of
people on your site.
The In-Page Analytics report shows % Page Views, Time on Page,
Time to the Page, % Exits, and Keywords that brought people to the page. In a nutshell, it's everything you would
ever want to know to judge the performance of a page
.
What is it telling you? - When you look at the
In-Page Analytics report, you are looking for clusters of heavy clicks. Look for the top two or three most clicked links, and try to
reconcile that against links that you want visitors to click.
What to look for?
1) Look at links that
ultimately drive high conversions
E.g. Do more people convert on the site when they
click Product Comparison on the home page or when they go directly to a product
page?
2) Try to follow a few heavy clicks and see what people
do next. Walk in their shoes, and experience your own website.
3) Check out referrers to each page; that could explain
Bounce and Exit Rates
4) Look at Average Time to this Page. If it takes too long for people to find your key
pages, then you have a
problem with your core site
navigational elements or merchandising.
What do you do next? Identify improvements
to your pages. Consider merchandizing and
cross-sell and up-sell opportunities now that you know what people like. For
example, no one is clicking your
blinking promotion in the middle of the page because it looks like an ad!
If your tool allows, segment the clicks. Where do people
who convert click vs. everyone else or vs. everyone from a search engine or an email
campaign?
Hope this post helps in understanding this type of report better. If you need any help with this kind of reporting, drop me a note and I'll be glad to respond back.
