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probably an even more valuable experiment is to do the same exercise on a
company name and see if people, once they find your company, are likely to return.
see figure 8.8, which shows the brand name toolbag as the unique search phrase.
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Figure 8.8
First-time versus returning visitors report segmented by company
name search phrase
this strategy provides valuable information—you could even consider increasing
spending on your company brand-name terms, as people are returning at a rate of
40 percent. some might say you should decrease spending, but that does not change the
data gathered.
You can make up dozens of other hypotheses. Because the system is in real time,
this kind of segmentation is doable over an afternoon.
let's look at another visit report: last visitor details. this report offers you a
great opportunity to get up close and personal with your visitors—that is, your cus-
tomers or prospective customers. a last visitor details report is shown in figure 8.9.
this report shows in real time what is happening on your site, right now, this
instant. and it shows you the following information in the report on every visitor:
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p/Host
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ountry
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o. of visits
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ntry page
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isit path
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eferrer
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earch phrase
