In terms of the Integrated Approach, site visibility refers to compliance of a page's source code with the requirements and needs of search engine spiders. This topic is based on the knowledge that the spiders are computer programs instructed to parse your HTML pages, then analyze certain page areas and undertake certain actions such as requesting other pages by following the hyperlinks found on the given page.

Thus, we can make the conclusion that specific page areas bear a certain importance for spiders and thus play a role in overall search engine visibility. Another conclusion is that consistent site structure is an essential factor for spiders to be able to effectively crawl our site.

General Approach to Conversion Improvement

The basic approach to improving conversion rates of your site is as following: measure, experiment with changes, and test the results. We now need to define the core set of conversion rates and metrics to measure. Then, we will move on to changes that can be made and testing the effects of these changes.

Popular pages

This is probably one of the most popular reports within HitLens, as it can be used for many different purposes. This report is found under the "Pages" category, and by default it's in your Favorites group. See how many visits have been made to each of your pages, decide how appealing your links to a particular page are, analyze the performance of your entry pages and landing pages, and more with the help of this report.

Visitor behavior analysis can tell you a lot if you need to figure out why your conversion rates are lower that you would expect from search engine and other referrer performance.

Under "Visitor behavior" we understand the description of the following points:

The group of HitLens reports we're approaching now is probably the most important for the overall process of traffic analysis and for Web Analytics as a whole. The reports under the "eCommerce" and "Campaigns" categories show you how the traffic which comes from different sources converts into your loyal customers on the Web site.

The actual conversion rates depend on many factors. Thus, the keywords that your site is found by are of high importance. After that, when your site is shown in the search results, it's important that the search engine shows a comprehensive and catchy description under the link which points to your page. Many people will not buy anything on your site if it does not meet their expectations or does not justify the object of their search. Thus, an irrelevant keyword or an irrelevant description lowers your conversion rate.