Web analytics is the process of analyzing the behavior, and reporting of web data for the purposes of understanding and optimizing web usage. Google Analytics and Adobe Analytics are the most widely used web analytics services. However, web analytics is not the process of measuring web traffic, but can be used as a tool for business and market research, and can be done to assess and improve the effectiveness of the website. It is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps in estimating the change in traffic on the website after the launch of a new advertising campaign. Web analytics provides information about the number of visitors and the number of page views on the website. It helps in measuring traffic and traffic trends that are used for market research.
Web analytics is often used as part of a customer relationship management analysis (CRM analytics). Analyze may include the possibility that a given customer will have to buy the product after purchase in the past, frequent travel for customers who are privatizing the site, dollars of purchases made by individual customers, monitoring the quantity of specific groups Consumers looking at geographical areas, at least of which customers go to buy site and products, and predict. There are customers who can buy the lowest and least of the product in the future. Its purpose is to promote specific products that are likely to buy them and to determine which products are likely to buy a specific customer. It can help to improve marketing costs in the ratio of revenue.
Web analytics technologies
There are at least two categories of web analytics; on-site and off-site web analytics.
- Off-site web analytics refers to web measurement and analysis whether you own or maintain the website. This includes a measure of potential listeners (voice), voice (visibility), and discussion (comments) on the website on the Internet.
- The web analytics on the site, On-site web analytics, the most common, measure visitor behavior on your website. It includes its drivers and conversions. The on-site web analytics business website measures the performance of your website. This data is usually compared to performance compared to major performance indicators and is used to improve the response of the website or marketing campaign audience. Google Analytics and Adobe Analytics are the most widely used web analytics services; Although new tools are emerging that provide an additional layer of information including summer maps and session replay.repetition of the session.
To measure success or failure for those goals and call-to-action for objectives and call-to-action and identity, important organizational and site visitor objectives and key performance indicators (KPI) to develop relevant and effective web analytics Are important for. Here are some examples of construction structure for an informational website:
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|Key Performance Indicators (KPIs)||
Web Analytics Best Practices
Web analytics is qualitative research and testing found. Keep in mind the best practices for this area is:
- Encourage a data-driven environment for decision making. What answer to give you accomplish your goals (or fail to meet) After collecting the relevant data, to find out what you can do to improve your KPI. The content of the high value that is getting no traffic (based on user feedback on the website)? Find the user path analysis or through engagement analysis using the sources of the page and try to test equipment in different solutions and take advantage of in order to find the best place to make the most connected link to that page.
- Always provide insights with the data. For any insights or tie-ins for your business or user’s goals, remember the reporting metric points for your stakeholders. Make the data relevant and meaningful by showing that website data shows how success and improvements are made on your site.
- Avoid only providing traffic reports. Reporting about visits, page views, top sources, or top pages only skims the surface. Large numbers can be misleading; just because there is more traffic or time spent on site doesn’t mean that there is a success. Reporting these numbers is largely tactical; after all, what do 7 million visits have to do with the success of your program?
- Avoid being snapshot-focused in reporting. Focusing on visits or appearing within a specific time period does not capture rich and more complex web experiences that are going online now. Pan-session metrics, such as visitors, user-lifetime value, and other values that provide a long-term understanding of people and users, allow you to evaluate how your website is mature and how to interact with visitors. , Especially those returning
- Communicate clearly with stakeholders. Be consistent in the information you provide, know your audience, and know the weaknesses of your system and disclose them to your stakeholders.