MarketingSherpa.com : Practical News & Case Studies on Internet Advertising, Marketing & PR: "How Web Site Eyeball Studies Work & What You Can Learn From Them
Web analytics -- even the best of them -- lack a key ingredient in tracking visitors' behavior:
Say you have 100,000 visitors in a day, and your analytics program tells you that 3% clicked on a specific link. You're still faced with a question: Given that people won't click on something they don�t see, what percentage of those 100,000 visitors even saw that link?
Is the link failing because 80% of visitors saw it but only 3% clicked? Or, is the link in an under-performing spot of your page where only 6% of visitors' eyeballs registered its existence but 50% of those viewers clicked?"
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