Analytical study of statistical data involves the interconnection of three elements:
collection and processing of quantitative information on the site, checking the correctness of the data obtained, elimination of detected failures, inaccuracies and errors;
Evaluating the effectiveness of advertising campaigns and the work of the main channels to attract target traffic as part of conversion optimization;
determining the degree of simplicity, convenience and understandability of the usability of the Internet resource.
In order to get digital data on attendance and conversion rates, it is sufficient to use competently configured web-analytics services. But this is only the preparatory stage, the main part of the work falls on the procedure of conversion optimization, which can be represented as an algorithm of sequential operations. It can be used to weed out inefficient traffic channels and increase the impact of the most converting sources. It is one of the main evaluation tools for web analysts and a source of knowledge for recommendations and effective solutions.
Conversion optimization is based on digital analytics and it results in adjustments of advertising campaigns and communications with loyal customers without changing the usability. In each case, the sequence of stages of a generalized algorithm of its implementation can be different, a number of elements can be excluded or added with new ones. Let’s consider an abstract scenario below, based on actual audit data for one of the online stores.
Analysis of the conversion of the Internet resource that has already been established
At this stage it is necessary to evaluate how the already established goals are achieved. It is also necessary to compare the goals reflected in the statistical services and the commercial results of the company. The correctness of data collection settings is of a great importance – filtration of test requests, exclusion of official visits, etc.
If one of the conversion indicators is the number of calls received, and there are no systems of call-tracking linking incoming calls to the advertising source, their installation and processing of the primary data is required for further promotion. Otherwise, the initial conclusions will be erroneous. Our company’s web analysts recommend not limiting yourself to this data, but also integrating it with CRM-systems, 1C-platforms, etc.
Inclusion of information from sales department and statistics on closed deals into conversion chain will lead to increase of profitability of each source of traffic which is visually proved by sums of expenses and income. The result of data processing will be the existing sales funnel in the context of received orders and calls from clients.
