If you have ever used Google Analytics, you will notice that it tracks how users behave on your site – from which pages they click, which products they purchase, which terms they search, to which browsers they use. It is all done by way of setting/getting different cookies on your customer’s computers, and using those to track them.
A great feature within Google Analytics which is really easy to setup, is Site Search. It’s hidden within the content tab and once setup, you can find out how people are using your search on your site, and how it leads to conversion.
I have recently become more interested in Google Analytics over the past few years. I think its a combination of the improvements/availability of better features within Google Analytics coupled with my curiosity of trying to figure out how to drive more conversions/goals on a website. Specially where I work, we manage 3 ecommerce websites – so the data that we receive through Analytics is really interesting.
Recently at work I finally had the opportunity to try out Google Website Optimizer, which is an A/B and Multivariate testing tool. We wanted to test different creatives on a landing page to see which performed better. Before trying out the tool, I picked up a copy of Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, which gives a great overview of how to setup and manage testing and optimization.