Last week, Avinash Kaushik opened SES London with a superb keynote presentation about web analytics – see this video interview if you missed it.
There’s some good writeups following this, but one of the parts I found particularly interesting was the examples of how brands perform using search.
Marks & Spencer
One of Avinahs’s examples included an M&S paid search ad, where the landing page for a query on “Marks and Spencer underwear” produced a general Valentines Day landing page – no sign of a relevant product in sight! Here’s the landing page I now see for a query on the same term, the Valentines Day page has been replaced:
“They Came, They Puked, They Left” is how Avinash Kaushik described website’s with a high bounce rate, because users aren’t finding what they are looking for, so they very quickly leave. This is very true in the M&S example, where users are dumped onto the homepage, relying on users navigating to find what they want – instead of directing them straight to it.