Whether you are a marketing professional, designer, IT, finance and etc. all aims to find answers in an agile way and that helps us in the decision making of our strategies. Undoubtedly we cannot let web analytics aside, if you still do not know and want to understand how this method can help you improve in optimizing your campaigns on your website and marketing strategies, in this article you will know the principles and steps to get started to use in your business.
What is web analytics?
Web analytics is nothing more than analysis based on quantitative and qualitative data. There is a quote that fits perfectly made by Avinash Kaushik.
“Web Analytics is the analysis of the qualitative and quantitative data of your site and competitors to drive continuous improvement in the online experience of your customers and potential customers, which translates into the results you want online and offline.”
How important is Web Analytics?
With several projects in which I have used web analytics in conjunction with digital marketing strategies, the methodology helps to make more assertive decisions both in choosing the channels of acquisition traffic and in improving the usability of the site to provide a better experience and communication with our customers. Here are the key benefits for you to apply to your business:
- Improvement in campaign performance;
- Increased ROI and customer loyalty;
- Helps make more assertive decisions;
How is the process of web analytics?
In order to have an efficient web analytics process in your business, it is very important to understand that the data will not tell you what to do, but will play an important role in developing your insights and action plan, so we can summarize the web analytics process in the following steps:
- Align the goals and purpose of your business;
- Develop a measurement plan ;
- Choose your web analytics tools;
- Make the correct implementation of your web analytics tools;
- Create analysis models;
- Analyze quantitative and qualitative data;
Aligning your business goals and objectives
Long before you start implementing tools on your website, you and your team must define the goals and objectives of your business, for example:
You are a virtual store, has launched a new subscription plan and aims to reach a turnover of R $ 70 thousand in the period of 12 months for this product, based on this was drawn the following billing targets of R $ 5,833.00 month. Aligning this information is time to move on to another topic.
Your measurement plan
Well, we have goals and objective, this will facilitate your measurement plan that is nothing more than the selection of metrics and KPI’s to follow the results. Because it is a new subscription product, you can select, for example, the quantity of new subscribers, average ticket of new subscribers, demographic data of subscribers, monthly recurring revenue and etc.
Of course, but the metrics mentioned above are those that directly influence the macro factor of your business, but who is in the day to day strategies can choose other metrics such as revenue per channel and conversion rate per channel.
Choosing Your Web Analytics Tool
There are several web analytics tools in the market, both for quantitative and qualitative analysis. The one I most advise and most famous is Google Analytics itself, but you can see a list of solutions here:
Implementing Your Tools
This is a point that you must be very careful about because any incorrect implementation can lead to the creation of polluted data and that end up impacting the decision making of your strategies, so if you have difficulty you can either select a web analytics agency or hire a good professional who understands the subject. If you want to do this implementation autonomously, use tools like Google Tag Manager.
Models of analyzes facilitating their diagnosis
The creation of analytical models is very important because they avoid the famous “screen pane” that is when we access a certain report or tool, but we do not even know what we want to find there, so you can adopt a simple process, responding to following questions, such as:
- At the moment what is your question?
Example: I want to know what the channels are most generating sales for my business.
- Where do you find this answer?
Example: Meeting in the Google Analytics Acquisition Report.
- At the moment what is your question?
Example: Which channel has the highest result are the Google Adwords campaigns and the one with the lowest sales volume is Facebook?
With these simple answers, you can start modelling your reports to speed up your work time and the agility of drawing up a plan of action.
My rule does not enter Google Analytics if you have no doubts and will not use the data to make a decision.
Doing the data analysis
It is very important that the analyzes are not only creation of reports, but interpretation of information to elaborate a plan of action. It is also cool to analyze your data based on what is presented in the web analytics 2.0 book which is the Trinity model which basically focuses on three critical elements: experience, behaviour and results.
I hope this content has helped you, any questions, leave your comment.
Ellie Joshi is a Digital Marketing and Content Marketing specialist currently working for established SEO agency Web Chromite. Working across a variety of fields, industries and publications, Ellie is passionate about giving newcomers a chance to broaden their understanding of the digital marketing landscape.