The key to understanding web analytics is understanding the concept of the sales funnel.

Broadly speaking, visitors enter the funnel at the wide end of the funnel. As the funnel reduces in width these visitors start to fall out of the funnel until it is the few at the end who have stayed the course and become customers.

Our Analytics enable us to see where visitors are falling out of the funnel. Once these weak points have been established we make detailed recommendations to clients in order to ensure an improved conversion at each stage of the process.

Nowhere is this more helpful than when analysing the shopping cart - it is quite amazing how many of our client's website initially have shopping carts that positively discourage their visitors from completing the transaction. Sales conversions have completely transformed our clients return on investment - and the core to this is visitor conversion analytics.