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3 ways not to use analytics for your real estate website
Make sure online traffic stats are meaningful Inman NewsTMBy GAHLORD DEWALD
I love analytics. I love measuring stuff online because it's pretty much the only way to figure out what people are looking for, what problems they're having, and what problems they're solving.
But if you are always chasing just the metrics and not thinking through how analytics relates to your individual, specific and unique business, you're cruising for a bruising.
Chasing just a single metric -- like bounce rate, number of visits or time on site -- is almost always a recipe for disaster.
Web metrics are things that are most useful when they are put in context. I'd like to tell you about what happens when you take them out of context.
It is possible to royally screw up your website while making the metrics look like you're doing a great job.
IMPORTANT DISCLAIMER/WARNING: I'M NOT JOKING WHEN I SAY THESE TECHNIQUES ARE HIGHLY UNLIKELY TO HELP YOUR BUSINESS, EVEN THOUGH THEY WILL IMPROVE THOSE METRICS THAT KEEP YOU AWAKE AT NIGHT. ALSO, RESULTS DISCUSSED IN THIS ARTICLE ARE DEEMED BY THE AUTHOR TO BE ACCURATE BUT ARE NOT GUARANTEED.
1. Decrease your bounce rate overnight
Bounce rate is ... more

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