What's an urchin?

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An urchin can be a colorful creature of the sea, or it could be a product that increases your business intelligence. While I have a liking for the former, I’m probably more of an expert on the latter, so this post will be about the picture on the right. I’ve learned that Urchin is a tough product to discuss because it means different things to different people. So rather than regaling you with a long list of features that may or may not apply to you, I wanted to highlight a great use of Urchin that I’ve heard directly from a client.

This particular client was concerned about improving the conversion rate on her site. She wanted to know why she had so many visitors, but so few sales. We showed her the site overlay report from Urchin and helped her examine the organization of her landing pages.

She noticed that one link on the bottom of the page was actually leading to the highest conversion rate, so she moved that link up on the webpage and made it more noticeable. Three weeks later, she found that she had more than doubled the number of conversions on the site.

With the right information from Urchin, she was able to make one minor change (which took a few minutes to implement) and improved her business significantly. This is just one quick example of how Urchin web analyics can make your website better – Urchin can do much more for your advertising campaigns and website content.

One of the reasons we're so excited about web analytics is the level of insight it can offer to website owners. Here at Google, our mission is to make the world's information universally accessible and useful. Web analytics helps us move towards realizing that goal because it collects the data necessary to more effectively communicate web content and improve visitors' experiences. And the coolness of seeing a funnel optimization doesn't hurt either :).

Read more (and decide if you want a free trial) at http://www.urchin.com. And, as always, feel free to email us if you have any more questions about it.

Urchin photo courtesy of www.oregonstate.edu

Posted by Andrew, Inside AdWords crew