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Just Other Articles - Web Analytics - Getting it Right
Understanding and using web analytics.
In recent years, website marketers were concerned with increasing ‘hits’ and the ‘stickiness’ of their sites. They were concerned with increasing page views and the amount of time spent on the site. This is definitely a hold over from the paper based businesses of the past, and has proved to not be of much use in th
In recent years, website marketers were concerned with increasing ‘hits’ and the ‘stickiness’ of their sites. They were concerned with increasing page views and the amount of time spent on the site. This is definitely a hold over from the paper based businesses of the past, and has proved to not be of much use in th
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
e fast moving internet world.
As a result, hits and views are no longer considered useful metrics for evaluating website success. They simply don’t provide the right kind of information needed by online marketers. Now they look at conversions, drop-out rates, return on investment and revenue per visitor.
Internet marketers of today want to make more mon
As a result, hits and views are no longer considered useful metrics for evaluating website success. They simply don’t provide the right kind of information needed by online marketers. Now they look at conversions, drop-out rates, return on investment and revenue per visitor.
Internet marketers of today want to make more mon
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
y. To do this, they must understand their visitors, their motives, where they came from, what they were looking for, and how they found the site. And most important of all: what made them make the decision to buy or what made them abandon the purchase.
In order to accomplish this, they need a powerful new set of analysis tools; tools that are fast, accur
In order to accomplish this, they need a powerful new set of analysis tools; tools that are fast, accur
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
te and easy to use. And most important, these tools must be able to measure performance over time. That is, the marketer needs to be able to set a baseline for any metric and then measure a percentage of increase or decrease at a later time. And the time frame needs to be long enough to show meaningful results – usually 30 days or more.
Here are a few co
Here are a few co
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
mon problems solved by the proper use of web analytics:
Good traffic, but a high Bounce Rate
A ‘Bounce’ is a visitor who comes to your site and leaves without looking at any other pages. The number of bounces is compared to those who visit more than one page to give a ‘Bounce Rate’. All websites have a bounce rate. Whether it is high or not is relative
Good traffic, but a high Bounce Rate
A ‘Bounce’ is a visitor who comes to your site and leaves without looking at any other pages. The number of bounces is compared to those who visit more than one page to give a ‘Bounce Rate’. All websites have a bounce rate. Whether it is high or not is relative
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
o the site. Only numbers taken over a period of time will show an average for any particular site.
There are two main problems that lead to a high bounce rate: Attracting the wrong kind of traffic and not giving the visitor what they were looking for.
To identify the first case, open the New Visitors report. This report should contain a list of unique,
There are two main problems that lead to a high bounce rate: Attracting the wrong kind of traffic and not giving the visitor what they were looking for.
To identify the first case, open the New Visitors report. This report should contain a list of unique,
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
irst-time visitors. The report should also show the first page visited and where they came from. The origin may be empty, due to a number of reasons outside the control of the analytics package. Select a visitor that came from a search engine. Now ‘Drill Down’ by clicking on the selected line and opening a detail view of this visitor. The detail page will
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
show the search term used to find your site.
Was the search term relative to the subject matter of the landing page? Were they only looking for something free? Looking at a number of search terms will reveal if the wrong kind of traffic is coming in.
If the search terms are appropriate, then the searches are driving qualified traffic to the site. If thi
Was the search term relative to the subject matter of the landing page? Were they only looking for something free? Looking at a number of search terms will reveal if the wrong kind of traffic is coming in.
If the search terms are appropriate, then the searches are driving qualified traffic to the site. If thi
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
is the case, the high bounce rate is due to the page content not properly addressing the visitor expectations.
High Drop-Out Rate
According to Jupiter Research, 71 percent of sites do not analyze customer drop-out rates, even though 66 percent of consumers reported having abandoned a purchase while on a website.
The drop-out rate will show an increase
High Drop-Out Rate
According to Jupiter Research, 71 percent of sites do not analyze customer drop-out rates, even though 66 percent of consumers reported having abandoned a purchase while on a website.
The drop-out rate will show an increase
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
or hopefully, a decrease with time. A properly designed buying process will capture personal contact information before continuing with the checkout process. This contact information can be used to contact the lost sale and discuss the reasons.
The Drop-Out report should show the visitor, the product and date and time of sale. Select one line in the rep
The Drop-Out report should show the visitor, the product and date and time of sale. Select one line in the rep
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rt and drill down to view the contact information, if available. Call or email the visitor to learn the reasons for abandoning the sale.
Also, the internet marketer should discuss the buying process with current customers. This is an excellent method of increasing customer loyalty. It also provides an opportunity to gather testimonials. Most buyers will
Also, the internet marketer should discuss the buying process with current customers. This is an excellent method of increasing customer loyalty. It also provides an opportunity to gather testimonials. Most buyers will
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ave visited several times before they bought. Ask why they didn’t buy the first time they visited the site. Also, ask why they came back and what motivated them to buy.
Poor Return On Investment
Probably the most difficult challenge faced by internet marketers is controlling costs. Traffic acquisition can be an expensive proposition, so it is important
Poor Return On Investment
Probably the most difficult challenge faced by internet marketers is controlling costs. Traffic acquisition can be an expensive proposition, so it is important
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
o get the most out of every click.
The best marketing reports reveal where the money comes from, who the money comes from, and what marketers can do to improve revenues. Marketers can use this information to increase advertisements on sites that reach the most interested parties, provide a better selection of products for different types of visitors, or
The best marketing reports reveal where the money comes from, who the money comes from, and what marketers can do to improve revenues. Marketers can use this information to increase advertisements on sites that reach the most interested parties, provide a better selection of products for different types of visitors, or
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ffer better service to their most valuable visitors.
The marketing reports should show sales grouped by campaign or affiliate. At a minimum, they should show units of sales by product and product options, and preferably revenue.
Compare advertising costs with revenues to identify the most profitable campaigns. Often the marketer will find that one campa
The marketing reports should show sales grouped by campaign or affiliate. At a minimum, they should show units of sales by product and product options, and preferably revenue.
Compare advertising costs with revenues to identify the most profitable campaigns. Often the marketer will find that one campa
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
gn may bring in more visitors, but conversion is low, whereas another might bring in fewer, but more qualified visitors who purchase more.
The use of A/B testing to increase pulling power of ads is vital to keeping ad costs down and attracting qualified visitors. Here, the marketer will find it easy to measure changes and evaluate overall performance. In
The use of A/B testing to increase pulling power of ads is vital to keeping ad costs down and attracting qualified visitors. Here, the marketer will find it easy to measure changes and evaluate overall performance. In
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
tead of taking months to identify and understand the effect of a change, it will often show in hours or a few days. This agility means that even smaller e-commerce sites can succeed on limited budgets.
Path Analysis / Clickstream Analysis – Understanding visitors
Not really a problem, but vital to keeping a healthy web business running smoothly. The mar
Path Analysis / Clickstream Analysis – Understanding visitors
Not really a problem, but vital to keeping a healthy web business running smoothly. The mar
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
eter is also able to identify new trends and opportunities by evaluating the visitors’ interest in various content available on the site.
The ideal path through the site should go from the landing page to the products page to the orders page, from there to the checkout and finally to a ‘Thank You’ page.
Deviations might include paths to tutorials, artic
The ideal path through the site should go from the landing page to the products page to the orders page, from there to the checkout and finally to a ‘Thank You’ page.
Deviations might include paths to tutorials, artic
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
es and other information pages, but these should be kept to a minimum and always lead back to the main path.
Again, the marketer can select a particular visitor, buyer or drop-out and then drill down to the detail page to reveal every page visited and path taken, as well as the amount of time spent viewing each page. Knowing how long it takes to actually
Again, the marketer can select a particular visitor, buyer or drop-out and then drill down to the detail page to reveal every page visited and path taken, as well as the amount of time spent viewing each page. Knowing how long it takes to actually
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
read the page will reveal the amount of interest in the subject matter. Combining this information with keyword searches will reveal how appropriate the content of each page is to the visitor’s interests.
In Summary
The value of the analysis far exceeds the nominal cost of the web analytics service. Indeed, it may spell the difference between success an
In Summary
The value of the analysis far exceeds the nominal cost of the web analytics service. Indeed, it may spell the difference between success an
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
failure. Good web analytics packages can be hard to find, but need not be expensive. Increasingly, more and more comprehensive reports are available at better prices.
To be effective, the marketer must understand what to look for and how to apply the knowledge revealed by the analysis. The learning curve is not steep, and the rewards can be significant
To be effective, the marketer must understand what to look for and how to apply the knowledge revealed by the analysis. The learning curve is not steep, and the rewards can be significant
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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