Urchin 5.5 – Web Analytics Product Review - Concept of Goal Based Funnel Analysis
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Goal Based Funnel Analysis is an extension of the current goal based analysis but adds another dimension to it. The ability to add multiple goals, which can currently be done by adding pipes (|) between the reporting setup, within the configuration section, would be a great improvement. It would allow you to track the linear or funnel flow of goal completion throughout your site. I think it would be even greater if somehow Urchin can specify the goals in priority order through the "funnel" and display it graphically in Urchin. A method of setting up a linear and possibly a tree-like structure for setting up goals and then tracking them would provide detail above any packaged reporting system I have ever seen. Keep in mind a funnel might split into sub-funnels.
This type of report is very important because it gives my clients the ability to see where on the site they are losing the customer. If they see 60% drop off after they add something to the cart, maybe they can add an incentive on that page to complete the order. The "click-to-and-from" report tells you the traffic patterns of your visitors but does not give you the ability to set up goals within those traffic patterns. You cannot see if goal completion throughout the stages of the funnel increase or decrease depending on the changes that you made to those pages.
Article Wrap Up
Overall, Urchin's 5.5 Web Analytics Suite is an outstanding piece of software. The software enables you to track your success as a search engine marketer, beyond the detail of most other Web analytics software applications. The information and the manner Urchin presents the information gives you and your clients the ability to make informed decisions with their Web strategy. The graphs and user interface make for a an attractive, presentable and easy to use reporting tool.
With the first party cookie solution built in to the Urchin basic module, you can learn and track information that go beyond simple log files. In addition, with the E-Commerce Module and the Campaign Tracking Module, you can fine-tune each page to increase that individual page's success rate with ease. If Urchin can devise an easy way to deploy the concept of Goal Based Funnel Analysis, the Urchin application will be light-years beyond its competitors.
For more information on Urchin please visit http://www.urchin.com/.
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