Some companies, especially smaller ones, tend to put web analysis on the back burner due to lack of resources, time or lack of knowledge. In this way, they do not realize that they are losing opportunities for improvement and growth regardless of the sector in which they operate ( ecommerce , services, personal brand, etc.).
You can have the best SEO strategy, a high budget for Ads campaigns or an impeccable design. None of these points that I have just mentioned will make sense if you do not establish a series of indicators or KPIs to measure the results and implement the appropriate improvements.
You might be interested in reading this post if…
✔ You want to have an approach to the main aspects of web analytics.
✔ You are interested in optimizing your website's performance and improving conversions.
✔ You don't know where to start and you want to establish an analysis methodology.
✔ You aspire to know the main tools to know your website
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What is web analytics?
Web analytics allows us to know exactly what is happening on our website, as well as being able to study the different marketing actions we are carrying out.
Thanks to analysis, we can make decisions based on real data and not on assumptions about what we think the user does or does not do on our website.
The study of a website only makes sense if we integrate it into an online marketing strategy . And as long as a series of objectives have been established in order to measure our actions.
Analyzing a website or online project only makes sense if it is integrated into a strategy with objectives and KPIs.
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If you already have an online project underway, you will be familiar with aspects of online marketing such as organic SEO positioning, CRO or Ads campaigns. All of them complement web analysis. Now, the million-dollar question: are you measuring the conversions that each of these channels has on your website?
I hope the answer is a resounding "yes," because if you're not doing it, you'll be walking blindly, not knowing whether your improvement proposals are achieving the expected results.
What is web analytics for?
Thanks to web research, you will be able to interpret data , whether it is a personal brand website, services or online store, with the intention of implementing improvements that help increase conversions (sales, telephone contacts, form registrations, signing up for an online course, etc.).
In order to carry out a web analysis process, we need a tool that allows us to collect data. In this case, Google Analytics is presented as the tool par excellence when carrying out a web audit .
Therefore, below I bring you some of the fundamental actions gambling data japan that we can carry out with a correct web analysis:
Analyze user behavior on the web
If you have decided to measure user behavior on the web, I recommend that you continue reading this post a little more and don't miss out on the web analytics tools that I describe in the last point. You will find them very useful to analyze, understand and optimize important aspects.
Here are some important points to consider when studying a website:
Heat maps and/or clicks to see how visitors behave on the website.
Determine the steps in the conversion funnel to see how far the user has to go to meet the objective.
Know the percentage of scrolling for each session.
Find out which are the entry and/or exit pages of the users.
Focus on the traffic channels that bring more users to the website and pay special attention to those social networks that are bringing more conversions.
Measuring the effectiveness of our marketing campaigns
Knowledge of our online business
Identify the URLs that generate the most conversions
Supporting our actions based on data and not assumptions
Optimize web usability and CRO
Methodology and steps to carry out a web analysis
By now, you've probably read a lot of information about how to perform an analysis of your website , and you've probably stopped to think more than once about the right way to do it.
Well, now I want to share with you a methodology to carry out a correct analysis of online sales or service pages. Here we go!
implement web analytics
Step 1: Define objectives before starting the analysis
Any action in digital marketing implies the definition of objectives . These objectives vary depending on the type of website we are dealing with.
In an Ecommerce these objectives will be to increase sales , on a page that offers services the objective will be to fill out the contact form in order to obtain qualified leads , on a niche website to generate traffic to the website to increase the number of affiliate links and so on depending on the type of project we have to deal with.
Once we know the objective of the project or client, we will be able to structure the web analysis process in the right direction.
Step 2: Know the main KPIs that you have to take into account
With the objectives clear and well defined, it is time to define the main performance indicators of your project . They will allow us to analyze the evolution of our actions and whether they adapt to the objectives.
At this point, you need to be clear that the KPIs you establish must be aligned with the objectives. Sometimes they may be the same for several projects, but other times they will depend on the purpose of the project, that is, each project has different needs.
