credit: fotographix.ca

There is a new video series brought to you by the Google Analytics people Avinash Kaushik & Nick Mihailovski. The first entry is about Advanced Segmentation and subsequent additions can be found here: google.com/analytics/ddd.

Here is an excerpt from the book about turning qualitative behaviors into metrics:

Let’s revisit some of the behaviors that you are trying to respond to in your website design and features.

• A sense of accomplishment
• A feeling of being taken care of
• A connection to other people
• A sense of trust
• A thirst for information

How Do People Who Are Hungry for Accomplishment Behave?
They exit quickly at roadblocks and they act quickly. If you have a series of short time on-page and then an exit, or a long time on-page, you are looking at a breakdown for Immediate and Competitive decision makers. You have halted their success.

What are the signs that you are not fulfilling this need?

• High Bounce Rate
• Long time on-site
• High page views
• Low conversion

So the next step is how do you segment these metrics to get a vision of where you are failing to fulfill your user needs?

If you feel you have a high bounce rate and low conversion I recommend creating a segment of users that are above average time on site and page views but don’t convert. These are the people who are genuinely seeking something and are being stymied. These people are very likely potential conversions–as opposed to people that are short time on site.

Now check the top exit pages from this segment and find out what you may be missing.