Nedstat is one of the largest Web Analytics company in Europe, it provides comprehensive and complex web data analysis solution to many big brands. Because one of my clients is currently using Nedstat to track website, so I am quite lucky to have fully access to it. I decided to write a number of posts of how I use Nedstat to analyse web data and generate insights for improving performance.
nedstat web analytics
Here is Nedstat Web Analytics Series 1, to use Direct View to determine the customer behavior.
Imagine you have a website targeting on audiences from different cities or even different countries, will your customers have same behaviors? You wish so, because that means you don’t have to have various designs specific to each page, but it’s high unlikely to happen.
This client is one of the biggest nightclub corporates in the UK. It has a vast amount of venue subpages within its website. When comes to the design stage, our designers often struggle with the layout, whether these venue pages should focus on ticket sales directly? Or should be emphasizing entertaining elements such as music and photo gallery to encourage visitors to engage (lead to ticket sales later)? Nobody knows, then we probably want to set up a poll in each venue page to ask what their main purposes are to come here, are they for purchasing tickets or listen to the DJ music or view friends’ photos or anything else? But how many of your visitors will participate and vote? Even more, how can you tell if these participants really represent all the customers in terms of behavior?
Now, we have Direct View in Nedstat, it has similar functionalities as Google Analytics Site Overlay and Crazyegg, which is to let us know click density of a page. Then we can easily determine customer behaviors on different venue sites.
Take an example, its Watford venue.
As you can see, the majority of visits on this venue site is for reading event information and purchasing tickets (the bigger circle is, the more clicks it received). Compared to other elements, visitors seem to be lack of interests in up-selling and viewing photos.
The graph above shows top right part of the website, which is to listen to DJ’s music, but people rarely used it. Therefore, maybe we can replace it with any other sale heavy element, like dicounted group tickets.
Let’s have a look at the user behavior on Newcastle venue. Compared to Watford venue site, customers were more likely to enjoy entertainment and involvement rather than purchase tickets.
Even more precisely, we can use conversion stats to determine if people tend to spend money straight or after having fun on your website.
After reviewing every single venue site, we will be able to make strategies specific to each venue site, whether should we focus on sales or should we provide more options for visitors to involve in. This function is really handy for user experience design and conversion optimisation, Google Analytics can also provide this feature, which is Site Overlay, do use it wisely.
Are you a user of Nedstat? If you are, I would love to connect with you, we can discuss about any problem with Nedstat in the future. If not, please also share your thought on this post, thanks.
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created Analytics account and also added code on my site but now it needs some more days as to get proper reviews on it.
Actually i am knew with Google Analytics and PPC as well