On November 9, 2009, Gohomebuyer.com, a comprehensive website dedicated to educating homebuyers to make an informed decision when buying a home, launched their newly redesigned website, which was designed and searched engine optimized by The Net Impact.  

“We hired The Net Impact to help launch our new product, Go Homebuyer!. The Net Impact redesigned our website, Facebook page, and assisted in developing a plan to help drive hits to our website. Their level of knowledge about design and optimization was tremendous. Thank you for putting us on the right course for web success!,” said Amanda Pozzo, Real Estate Educate, GoHomebuyer.com.

Go Homebuyer! Originally contacted The Net Impact to help implement a search engine optimization strategy. To create an effective approach, our team reviewed Go Homebuyer! ‘s current web analytics. After conducting a thorough internal site traffic analysis, we developed a plan of action to increase the site’s visibility in search engines and to improve visitor navigation. Go Homebuyer! also utilized our press release optimization service to boost the visibility of their press release, add additional links to their website and  to increase target traffic flow to their website.

When working on the SEO strategy for Go Homebuyer!,  Go Home Buyer! came to the realization that  their website would benefit from a site redesign in order to improve visitor navigation and conversion . In addition to search engine optimization services, Go Homebuyer! also looked to our web design services to boost their online prescence. Our design team created a new website and new landing page structure for the online company, which was then handed over Go Homebuyer!’s in-house developers who  applied the design. To reflect the look and feel of the newly designed website, we also designed a custom Facebook  and launched the Go Homebuyer!’s Facebook Advertising Campaign.

Gohomebuyer.com  offers a variety of online resources covering the most interesting and relevant information in real estate today. This includes a comprehensive suite of online courses which includes video, audio, graphics, activities and much more. Since Go Homebuyer!’s resources are all accessible online, the need for a user-friendly and attractive website is an important aspect to the success of their business.  Our search engine optimization team and web design team were a perfect match to meet Go Homebuyer!’s  online objectives to increase search engine visibility and to enhance the look and feel of their new website.

“We enjoy working with out-of-the-box thinkers like the Go Home Buyer! team.  Their innovate approach to bringing information and education to new home buyers and their  openness to new marketing ideas made this a great project for all parties.  We will follow up with a web analytics review in about 30 days to confirm and challenge aspects of our original strategy.   Any changes as well as additional testing is already in our thought process,” said Steve Thomas, President, The Net Impact.

In the last decade, tracking website analytics has rapidly evolved from simply data crunching to a very powerful decision making platform. Web analytics is an important tool for Internet marketers and web designers alike to make choices about how to improve traffic flow, design calls to action, update search engine optimization and enhance the overall strategy of a website.

Paying close attention to visitor behavior on a website through analytics, is very similar to paying attention to the consumer behavior for a store, brand or product.  Think of it this way… a store manager arranges their shop with the most marketable items in places that grab the shopper’s attention and are easily accessible and highly visible. Just as the store manager is looking to make the shopper’s experience more satisfying by arranging their store based on the habits of his consumers, so that it is easy and enjoyable to navigate through, a website creator should take into account what information is most sought after on their website and the habits and pathways visitors are taking to get there.

Without web analytics it is next to impossible to measure and analyze website visitor behavior. Analyzing visitor behavior allows you to determine activity as it affects profit, sales and areas (pages) of interest. Page views, navigation, entry and exit pages, time spent, languages, geographic locations, visits, and keywords used in searches are a few of the features that are able to be determined using web analytics. By simply tracking items that are most often viewed you can learn what items or products on your site, receive the most attention. In this way you can adapt your offerings to attract more traffic and while doing so monitor what sparks and keeps visitor’s attention.

The Net Impact team places special emphasis on the importance of clickstream tracking, or the following of a visitor’s clickstream as they move throughout a website, down to every microscopic detail. This analysis offered by Google under the name Event Tracking Tool,  allows you to track every movement your visitor makes as a unique event. Analyzing every small movement, or micro-conversion, your visitor makes provides you with useful feedback used to make changes to your website to improve your visitor’s experience, which will in turn enhance the overall value of your website. Every micro-conversion a visitor makes is important because, no matter how small the movement is, it is still conversion, you are still getting the visitor to do what you want them to dig deeper and deeper into your website.

An excellent example of this is The Net Impact’s findings with the website www.vangoghgallery.com. VanGoghGallery.com is an online collection of Van Gogh’s works. The website received thousands of visitors each day. The Net Impact helped Van Gogh gallery setup Event Tracking Methods to gain greater insight into the navigation patterns of its main landing pages.  Through event tracking, Van Gogh Gallery was able to determine that the large image links on the page received 98.5% of the click-throughs compared 1.5%  for the side navigation links, going to the same page. This was helpful for determining the elements necessary on each page to get visitors to take the next step.

In conclusion, if you ever wondered how to analyze website user behavior, determine which search terms they come from, which pages are most visited, which pages are of least interest  and how to maximize your ROI, look into implementing  a Web Analytics solution. Analytics will help you conduct a behavioral analysis of your website visitors, and with that information you can make the required changes to your website that will improve your overall conversation rate and make your visitor’s website experience one that is enjoyable.

To find out how The Net Impact can help you with your Google Analytics needs, contact us today for a free assessment and consultation!