What is Web Analytics?
Web Analytics is the process of analyzing data from your website in order to answer Business Questions.
How can I benefit from Web Analytics?
Web Analytics enables you to make Data Based Decisions instead of using your 'best guess'.
You can then take Data Based Action.
Business Questions that are answered by Web Analytics:
Which marketing channels generate the highest ROI?
What kinds of visitors purchased something?
Where do I lose the most potential customers in my checkout process?
Which marketing campaign generated the most conversions?
Which campaigns and team members are having the biggest impact?
What's the overall contribution of my marketing efforts to the bottom line?
Which type of content gets the most attention?
How often do visitors return after buying something?
What keywords do people use to find my site?
How effective was my direct mailing last week in driving newsletter signups on my website?
What can my referring sites tell me about where to look for more traffic?
What impact did the redesign of my shopping cart have?
How many visitors are coming to my site?
Where are my visitors coming from?
What are visitors doing on the website?
What pages can I fix on my website to get more conversions?
What content are my visitors interested in?
Who's sending me quality visitors?
Who's making money for me?
THE STEPS INVOLVED ...
Clickstream Analysis:
What are my website visitors doing?
This involves collecting click data from Google Analytics
- Visits | Time on Page | Time on Site
- Bounce Rate | Conversion Rates
- Top Viewed Pages
Multiple Outcomes Analysis:
Am I achieving my goals?
It's not about the number of visits anymore, it's about Outcomes
Everything that you do on your website needs to deliver against 3 Outcomes or Goals
- Increase revenue
- Reduce cost
- Improve customer satisfaction / loyalty
Voice of the Customer:
Why are my website visitors doing that?
Surveys are the most efficient, affordable method for obtaining this information.
Experimentation and Testing:
If I take a specific action, can I improve my Outcomes?
Pick the pages you want to fix. Create a couple of versions of the pages and put them into a test (change copy, content, images and calls to action). Then improve the pages based on customer feedback that is tracked through the Testing Tool.
Competitive Intelligence Analysis:
What are my competitors doing?
By knowing how you are performing against your competitors, you can identify new opportunities and stay relevant.