Web analytics comprises collecting, analyzing and reporting of web data with the aim of determining the success of business operations and devising new and more effective techniques to achieve goals faster. It focuses on identification and optimization of different components, depending on the organizational needs, to improve the user experience of websites or web applications. Web analytics helps you in turning your insights into actions and getting stronger results across your website. By analyzing visitor behavior for a website, the organization can work on how to attract more visitors, retain existing customers and increase conversion. However, to achieve these, it’s important to follow certain techniques and methodologies to put the technology to best use.
Best practices in web analytics include:
Identifying Business Objectives
The very first requirement in any web analytics project is understanding the business objectives or figuring out what exactly the organization wants from the website. Subsequently, using web analytics, you can identify macro and micro conversions on the website that contribute to the bottom line.
Designing and Implementing Strategy
Once you have understood the objectives and business values, the next step is to design an effective strategy and work on its implementation. This requires careful scrutiny of the business and its technical environment, following which you can create effective solutions for tracking activities and meeting goals. The solutions must be technically well structured so that few months down the line, after investing enough time and money, you don’t to discover that your website wasn’t tracked correctly.
After your tools and strategies have been implemented, it’s important to examine the website data at regular intervals. Daily information on sales, conversions, email campaign performance, offline advertising impact, banner ad performance, video interaction and engagement, social network referrals and others must be tracked regularly to get a proper visualization of the website performance.
Analysis and Testing
After collecting the website data, the next step is identifying how and where the website can perform better. Analysing the data is followed by recommendations and action plans which could lead to improved outcomes. And, after the recommendations have been implemented, it’s necessary to test if the website is attaining the desired success or not. There are a number of tools that help in optimizing and analyzing website performance.
A clear and precise monthly report is an important part of web analytics as it gives a clear idea of how the website is performing and how much improvement it has shown over time. It also gives an insight on the visitors’ behavior and activity. Discussing the report helps in planning and refining business strategies and their better implementation to achieve desired goals.
Web analytics is indeed a powerful technology but it isn’t going to work well until you know the best way to use it. Companies availing web and mobile analytics must align their techniques with these methodologies to extract maximum benefit from the technology.