Great web analytics consulting uses those thousands of reports (the ones that make your eyes glaze over) to tell a story. Here are some of the stories our other customers have learned from their web analytics:

•	Successful paths to the shopping cart included a visit to the highest-traffic page only 1% of the time. Visitors who started on that page were only 15% as likely to become customers as the average visitor. (Translation – it’s not such a great page.)
•	Searchers who use broad search terms are much less likely to visit the shopping cart than the average visitor. (In other words: when they type in those broad terms, they’re “just looking.” When they type in those specific terms, their wallets are open.)
•	A more liberal return policy increased conversions, by visitors who looked at the policy, ten-fold (Think potential customers want the right to return the merchandise if it’s not quite right? You bet they do.)
•	“About us” seemed worthless to the website owner, but was included in successful clickpaths 6% of the time. (Translation – people want to see who is behind the product.)

We use your web analytics to create a report, written in plain English – your web analytic story. Each story automatically suggests some changes to your site to increase your sites' conversion rate.

If you’re interested in starting to evaluate your web analytics by yourself (always a good plan), here are some ideas:

•	Look at all the “canned” reports that your web analytic software gives you. Use that technique to learn about both your analytic software and your site.
•	Learn the basics of your site. What does an average Tuesday look like? How many people visit your site, what are you paying per visitor, what are you paying for each conversion (whether they become a sale or a suspect)?
•	Create what we web analytics junkies call a “funnel”. For every hundred visitors, how many put something into the shopping cart? How many begin the checkout process? How many actually purchase? Where is your weakest link?
•	Learn how to use the filtering options in your web analytics software. You may have an “average” conversion rate, but that only means some segment is converting at a much higher rate, and another segment, at a much lower rate. Download our whitepaper, Increase your Site's Conversion Rate – Today.
•	Calculate your high reject rate pages. For each important page on your site, divide the number of times visitors both enter and exit (single page views) on that page by the total number of times that visitors enter on that page. The higher the ratio, the more that page is hurting you.

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