Analytics and Social Content Interaction
58% of Americans are now reporting that they perform online research concerning the products and services that they are considering purchasing according to Pew Internet. But to what effect? What should you do if you are interested in knowing the influence of user-genered content on your conversion goals?
BazaarVoice this week announced an integration with Google Analytics which will give users the ability the monitor the influence of social content directly in Google Analytics.
Why is this important? According to data collected from 35 million visits, BazaarVoice reports that customers who interacted with their solutions had more than a 50% higher conversion rate and over a 70% increase in revenue per visit. Now you can get proof of that claim.
With the integration, according to Bazaarvoice Product Manager Andy Wolfe, "clients can now see, in Google Analytics, the metrics on things like the number of visitors paginating through reviews, or sharing user-generated content with social networks, or clicking on related products found in reviews. Advanced Segments can then be used to compare the behavior of visits that interact with Bazaarvoice generated content vs. those that don't.”