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How To Make Your Web Analytics Strategy Effective?

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Most organizations today perceive that a convincing online presence is important for their growth. Without a viable website, chances are you’re losing important business and clients to your rivals who do have successful and dynamic online presence. An effective website ought to be an advantage for your business that more than pays for itself either in the measure of business or clients it changes over, or in the measure of money it spares by encouraging self-service. Is your website effective? To know this, you have to first characterize what achievement is for your organisation. At that point you require a viable web analytics strategy to quantify your site’s performance with respect to the parameters of success chosen by your organisation. On the off chance that you don’t have a strong strategy plan, you can’t hope to accomplish your website’s objectives, and if you don’t quantify your site’s performance, you won’t even know whether you have accomplished your objectives.

Word Cloud Web Analytics

To ensure that the decisions you make in regards to your website and your online campaigns are being driven by your overall business plan, you have to prioritize having a strategy in place before getting your tactics ready. A strategy is created first and then only it is followed by suitable tactics to get it going. Often, organizations have tactics set for their web analytics however these tactics are not guided by any strategy that will critically determine whether the success of their business objectives.

Follow these simple but effective pointers to make your web analytics strategy a success.

1. Determine your website’s primary goals

Without having clarity on why your website exists, it is not possible to measure the success of your website. Essentially, a website’s focus should be either on increasing revenue or decreasing costs in some way or the other. Given below are a few examples of some kinds of websites, what possibly could be their goals, and their objectives for achieving these goals.

  • Websites focused on increasing revenues

E-commerce websites. These are websites that sell products online. Their primary goal for this activity would most likely be to increase sales and profitability. Their business objective can be said to be increased conversions, improving customer acquisition, improving customer retention and loyalty, and improving frequency of purchases from existing customers.

web-analytics-ecommerceOnline business brochure websites. These are websites that primarily sell products/services that are not ordinarily sold online such as, enterprise software’s, health services, cleaning services, etc. Their primary goal for this activity would most likely be to gain more leads online. Their business objective can be said to be increased completion of contact forms, brochure downloads, improving rate of calls generated, increasing online requests for free trials, and attract new and relevant traffic to their websites.

web-analytics-servicesCommunity building websites. These websites are primarily driving social networking among people through shared interests such as Facebook, Pinterest, etc. Their primary goal for this activity would most likely be maximizing revenue on ad clicks. Their business objective can be said to be having more and more people read and share information on their sites, attracting new traffic, providing engaging content for users, and increasing frequency of visits by users.

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  • Websites focused on decreasing costs

Information giving websites. These are websites that provide a whole lot of industry/product/services related content on their website so as to reduce costs by eliminating call centers, email responders such as government sites, news websites, and educational websites. Their primary goal for this activity would most likely be cost reduction through usage self-servicing features by users. Their business objective can be said to be gaining a better understanding of the wants of their users, making the website easy to navigate, and tailoring the needs of the users as per their target audience.

Web-analytics-government

2.       Be conversions oriented

A website cannot be said to be successful merely from seeing increased number of users, or higher page views.  A better measure of success would be when the user interaction of your website increases or doing tasks which you intended them to do which ultimately is what your company is interested in. For example, an e-commerce website showing increased user traffic with no increase in sales is a poorly performing site. For e-commerce conversion of user into a buyer is important. Thus, being conversions conscious is a vital factor. Conversions can be of many types, e-commerce as well as non-commerce such as filling a form, watching a video, registering for a newsletter, purchasing goods, rating a blog, etc.

web-analytics-conversions

3.  Define your Key Performance Indicators (KPIs)

To utilize a web analytics tool effectively requires a technique of converting the goals and objectives into KPIs. Only the conversion number is not enough. It must be related/compared to one of these calculations: ratios, percentages, rates or averages. The basis of KPIs is formed from these relative measures and it is necessary to view them over time (month on month or year on year or day on day). If these KPIs are improving, it can be deduced that your leads are generating or goals being achieved. Examples of KPIs – rate of form completion per visitor increase over last month, conversion ratio per user increase over last month, average number of sign-ups increase over last year.

web-analytics-KPI

4.       Track and review your progress and strategy regularly

It is important that you continuously review your strategy – goals, objectives, KPIs. The progress of your website should be checked periodically (yearly, bi-annually) and depending on the findings the strategy should be changed so as to accommodate the slack in performance of website. If your objectives are not being met, it means that some fine tuning is required on your strategy.

web-analytics-review

Once you start following these few simple steps you will be able to get the most out of your web analytics tool.

Image Credits: watchstreetconsulting.com, redesignyourbiz.com, usabilitygeek.com, idtimes.co.uk, motherapp.com, zoommetrics.com, onstrategyhq.com

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