New Enquisite Feature - Potential Analysis
As you probably remember, we released the first full version of Enquisite back in August. After our initial release, we didn’t miss a beat-we got right to work on tweaking existing features and adding new ones. I’m happy to tell you today about the first of a series of new features, all centered around the concept of turning data into action.
The first new feature we’re going to discuss is the Potential Analysis. I’d like to thank Andrew Shotland for providing an original version of the formula upon which we ended up basing the math behind this analysis feature on.
The Potential Analysis is found within the Longtail report in Enquisite. It looks at search phrases and calculates a value based on the following variables;
- Referral rates - The number of referrals for a given term
- Conversion rates - The number of conversions a particular term generates
- Page views - Average page views/visits for the phrase
- Time - In seconds, the average time/visit for the phrase
- Bounce ratio for the phrase - The number of sessions driven by the phrase where the visitor left a page or site without visiting any other pages before a session timeout occurred or the total number of sessions driven by the phrase during an interval.
- Activity - in relation to the other terms, and outcomes
Two things worth pointing out:
- A bounce occurs when a website visitor leaves a page or a site without visiting any other pages before a session timeout occurs (we set this to 15 minutes).
- There’s a known issue when it comes to sample size. The larger the sample size, the higher the accuracy of the analysis. In other words, the more referrals, the more accurate the analysis.
Potential Analysis runs automatically and is displayed next to the appropriate column in your Longtail reports. By default, it’s turned on to show you the potential of your keywords. The way it works is simple. There are four levels of potential: High; Medium; Low; and None. A keyword with high potential has a good chance of keeping visitors on your site longer, looking at more pages. Keywords with no potential have virtually no chance of keeping a visitor’s interest.
But why does this matter? Well, for one thing, it helps you make better choices. If you’re interested in selling advertising on a page and are wanting to optimize that page to gain visitors, isn’t it good to know which terms are worth optimizing for? Think about it from a longtail perspective: If you have multiple variations of a phrase driving all traffic, the Potential Analysis will show you the phrase that will have the best ROI for you-in one simple box.
Now think of potential in relation to actions or conversions. Using Potential Analysis, you’ll be able to decide which phrases to optimize (or ignore) even if you have multiple converting phrases arriving on a particular web page from search referrals. This kind of analysis will help you take the guesswork out of the process and make quicker, more effective decisions.
Tags: Analytics, potential, ppc, search, Search Analytics, Search Engines, SEM, SEO
[...] I forgot to mention a few weeks ago that Enquisite, the search analytics company, had announced a new stat called Potential Analysis which was based on my post about Keyword [...]
Imitation is indeed the sincerest form of flattery. I appreciate the shout out and I hope your clients enjoy the formula.