Google publishes several blogs that are a very useful source of Google-centric information, but which often help provide insight and advice that goes beyond Google.

One such example that has recently been launched is the Google ‘Conversion Room‘ which claims to be “The place to visit for tips on tracking and improving conversions online”.

Whilst it is a fairly new blog, so isn’t as rich in content as some of the more established blogs such as the Google Analytics blog which focuses on all things Google Analytics related, but the signs are encouraging that it should become a useful resource for anyone wanting to improve the performance of their website.

We are very much active promoters of web analytics and there are very few reasons not to have a robust solution in place in the days when you have solutions such as Google Analytics which are free.

There is no doubt, however, that the real skill in using any analytics package is to understand what the numbers / graphs are telling you and what to do about it.

The conversion room blog is interesting as it helps show how setting key performance indicators (KPIs) can help focus the mind on what the real objectives of the site are. By considering what stats you would like to use as KPIs, you are forced into reviewing what you would like to measure and why this is important to you.

We have argued for many years that visitor volumes are ‘old school’ and that the success of any website should be measured by factors that directly help your business (assuming that the site is a company website) – it is far more important to drive targeted traffic to a site than pure volume.

One to watch and the initial signs are encouraging.