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4 Most Important Things Any Business Must Know About Web Analytics

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Measuring the performance of a business is a mandatory course of action, especially when the business has an online presence. In a digitized environment, it becomes difficult to track the happenings within the business, the manner in which people are discovering the website, the expectations of people from business and aspects of the business being shared by them. All this information can now be gathered using various Web Analytical tools.

Web Analytics is all about data that allows a user or marketer to judge if the business is doing well or not. The ultimate objective of a business is to generate sales, loyal customers and revenue. All this could be made possible if an efficient web analytical tool is employed.

Many organizations are not able to understand the importance of Web Analytics because of their lack of knowledge about its ability. Merely making an online presence will not help the organization at all. The marketer needs to know the impact of each social networking site on the website, ways of efficient data management, ways in which data can influence any strategic decision being taken etc.

Web Analytics is basically a Business-Intelligence tool. It can be used by any business irrespective of its size and speciality. One must accept that in the current digital era, people visit websites and read about the company on various social networking sites, before making any purchase decision. Web Analytics will help to gain an insight about all these factors influencing the business performance.

Implementing Web Analytics on the website and analysing the data generated by them will help organizations to take their business further by implementing required changes, understanding the trends prevailing in the market and an insight into customer psychology.

The following are the four important things that any business should know about Web Analytics:

1. Understanding the Goals:

Every business has its own functionality and purpose and these need to be understood. Web Analytics allows the marketer to set up their Goals. These goals indicate the achievable agendas. The marketer would want that the visitors on their website must follow certain path which would increase the conversion rate.

When the marketer sets a Goal, it is indicative of an understanding of the business and factors that drive the traffic towards the website.

The marketer can set up four different types of Goals as per their requirement:

  1. Economic Goal: This goal type gives an idea about the value generated by certain action. For example: the goal could be to send visitors to register themselves on the site, making them to fill out a form etc. These goals can be given a value and can be monitored if these values are attained.
  2. URL Goal: This goal type will allow the marketer to determine the traffic leading to a particular page.
  3. Time On Site: The user can set-up goal wherein it can identify the time spent by the visitor on the website.
  4. Event Tracking: This goal can be set to determine the traffic leading to carry out certain actions like downloading PDF files or videos on the website.

There are certain key aspects that should be kept in mind before setting up a goal:

  1. The URLs inserted in the goal should be according to what the user want to see.
  2. Include only those steps that are required.
  3. See if the characters need a match.
  4. Set an economic value for the goal.

 2. Monitor Social Media:

The marketers are always curious to know the various sources of traffic to their website. When the marketer uses various social networking sites, launches marketing campaigns, puts up advertisements on various platforms etc. it becomes very difficult to determine the trigger for increased traffic.

In order to monitor this, the marketer uses URL builders, landing pages, social media plug-ins to determine the maximum contributing sources and factors giving maximum exposure to the content. Social media plug-ins came into use more frequently when Google+ became more popular. Social networking sites like Facebook, Twitter etc. could be added via javascript code. Apart from this, the plug-ins allow the user to generate reports like engagement, action, details of pages which received maximum ‘likes’ etc.

3. Segmentation:

As a business owner one must remember that all the visitors to the website will not have same motive. People may visit for different reasons and it is important on the marketer’s part to determine and segment the visitors according to their behaviour.

Segmentation can be done using an interesting feature called Funnels. Funnels help the marketer to determine how well the visitors are reaching the set goal. This feature can be used only after setting up the goals. In case of a traffic loss one can modify the outbound links, take on surveys to gather ideas for reviving the contents on the website or carry out A/B testing of the content.

4. Reviewing Traffic Sources:

The traffic to the website may find its origin from various sources and it is necessary to scrutinize these sources according to their effectiveness. The source of traffic could be direct, referral sites, search engines etc. Apart from this, the visitors could be a new person or a returning one. They may come from the geographical place where the marketing was targeted.

Businesses should always be on the lookout for changing trends in the collected data using various analytical tools. The changes can be seen in the number of visitors, average time on the site, bounce rate, cart completion rate etc. Marketers should optimize the contents in order to increase the traffic. Similarly, the data collected using analytical tools should be analyzed for a different period of time as it will give the marketer a clear understanding of the business.

Businesses should use dashboard to monitor the site. One can set the dashboard to show the details that the user wants to see. Apart from this, the marketer can set up alerts that will help to monitor any changes in the metrics.

Businesses should focus on using competitive keywords, target PPC to aid the events on the website, hashtags in the posts etc. All this will help the business to increase the traffic.

Businesses are required to change their course of action according to the changing trends in the market and these important tips will definitely help to boost the business.

  • web-analytics

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