Web Analytics Question Support System

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Your traffic is down, but your competitors' traffic not

Learned so far:

  • Site conversions are down
  • Your traffic is down but your competitors' traffic is stable or even up

Next question:

Ask Unica NetInsight: Which traffic sources had the most significant drops
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Why are we asking?

We'll look for channel specific issues or competitor moves (e.g. change in search rankings, etc.).



Comments and thoughts that have been submitted on this wizard page:


Name: Akin
URL: http://multichannelmetrics.com
Comment:

Reflecting on a similar situation, Kris Groulx wrote the following ono the Yahoo! web analytics message board
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If your traffic is going down, and your competitors are seeing healthy increases, that screams to me that your competitors are doing a better job satisfying the customer. If your organic traffic is down, as well
as paid search, try using google trends/trends for websites to see if the main search terms/topics that drive people to your site are trending downward (also use your domain name as a search, are people typing in "ed'ssite.com" or "eds site" as a search?? is that trending down??)

Also, is your direct traffic down as well? That would tell me that you are simply losing customer loyalty to you competition.

How often do you communicate with your consumer database via email? Have you lost touch with your consumer?

Do you have goals set for your website with your analytics platform? Are those goals trending downward? Is your bounce rate trending upward????

I think you really need to start investing in voice of customer research. There is a lot of work to do. Your first bit is to find out where exactly your main traffic is coming from.

These are the things I've asked myself when one of our websites lost major ground to competition. Our answer was somewhat simple (although a tough pill that some people in the company refuse to swallow!): we
allowed competition to steal the majority of our customers/browswers.

Don't kill yourself looking at your numbers, look at the business/industry as a whole. What have your competitors done better than you?
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See http://tech.groups.yahoo.com/group/webanalytics/message/18745





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