Tools of the trade in Web Analytics and Conversion Optimization

The very first thing you need when it comes to web analytics, is a web analytics tool for gathering data. Some are free and some are paid for. You will need to determine which package best serves your needs. Bear in mind that it is possible to switch vendors with log file analysis software without losing historical data, but it is not as easy to do so with page tagging software.
 
Below are some leading providers:

• Google Analytics (page tagging analysis) - www.google.com/analytics
• ClickTracks (log file and page tagging) www.clicktracks.com
• AWStats (log file analysis) - awstats.sourceforge.net
• Webalizer (log file analysis) - www.mrunix.net/webalizer

When it comes to running split tests, if you don’t have the technical capacity to run these in-house, there are a number of third party services that can host these for you. Google’s Web site Optimizer (www.google.com/web siteoptimizer) can help you do just that.
 
A basic split test calculator is available at www.usereffect.com/split-test-calculator. Crazy Egg (www.crazyegg.com) is strange sounding name, but this tool can help you to see exactly where visitors are clicking on a web page.