Sure conventional analytics help you understand your customer, what pages they visited, what designs caught their eye and lots of other useful information, but what those metrics can’t do is explain why they left because there’s no way to get that kind of detail short of asking (and that might feel a bit creepy if you started asking your visitors too many questions).
One factor that has a huge impact on web site visitor satisfaction is just how quickly the site loads, how smoothly the visitor can move through your web site experience. These factors are just as important as design and content elements and it seems not enough companies are taking these kinds of considerations very seriously.
Large web properties like Amazon, Wikipedia, Yahoo!, Google and so forth certainly understand that performance has an impact on visitor behavior and they work extremely hard to shave off as much load time as possible. And you should be taking your queue from companies who make their living on the web.
If you can monitor and understand the speed at which people can access and move through your web site — find the bottlenecks and correct them — it can have a direct impact to your bottom line, especially if the purpose of your site is to sell stuff. The faster the visitor can get from Point A to a sale, the better for you.
But even if your site is purely informational, an effort to lure potential customers to simply request more information and leave some contact information, making it the smoothest experience possible is going to influence whether or not visitors do that or move on.
That’s why web site monitoring tools that give you insight into performance issues can be so valuable. These tools give you the information you need to tune the site to be as speedy as possible. Visitors are going to love a fast site, a slow site not so much. You put all this effort into design, content, analytics and search engine optimization.
Don’t forget one key web site tool — web site monitoring — because in the end load time could be a make or break factor for your visitor. And that could have a direct impact on your bottom line — whether you are aware of it or not.