Statistics can be deceptive.

We encourage companies to record details of all enquiries gained.  This allows them to compare the number of enquiries gained (perceived to have originated from the website) to the number of website visitors.

Seems simple, doesn’t it?

But it can be deceptive.

By way of an example, the link below takes you to a view showing the 43 website visitors that a company had during one particular day …

http://www.a1webstats.com/stats/view-report.aspx?ReportID=3A6529CB-1400-4789-85A4-1127F79B3509

On that day they had 3 enquiries that were perceived to have originated from the website.  3 enquiries out of 43 visitors makes just under 7% conversion rate.  Not awful, but not brilliant.

However, those 43 overall website visitors during the day contain visits from the following:

  • Visitors that would never become enquiries (e.g. outside the geographical target area)
  • Competitors
  • Staff accessing the website
  • People doing research, who wouldn’t become clients

Within A1WebStats it’s easy to look through the daily visitors and remove visitors that look as if they’re not fully relevant.   By doing so we ended up with 23 of what we call ‘potentially useful’ visitors, as you can see in the refined report below:

http://www.a1webstats.com/stats/view-report.aspx?ReportID=0114D542-1466-4E3A-9922-B90A7EA9145B

Those 23 could feasibly have become enquiries.  We know this from looking primarily at the keyword phrases they searched on, their location, and how they navigated through the website pages.

3 enquiries out of 23 ‘potentially useful’ visitors is 13%    That’s almost double the initially perceived clicks to enquiries percentage of 7%

Suddenly, the results from website visitors look a lot stronger when the time has been invested to cut down irrelevant website visitors from the data.

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