Depending on the purpose of web analytics, the methods of web analytics also change:
Attendance and traffic. This method involves calculating the number of unique users, tracking their activity, finding the reasons for the decrease and increase in the number of visitors.
Sources of traffic. A study is made of the ways in which users go to the site. At the same time calculates the cost of attracting them through different channels, the effectiveness, the queries, which is achieved most effectively. The result is a recommendation for an advertising campaign.
Target audience. A detailed portrait of the CA: age, sex, hobbies, geography, the equipment from which to enter.
Functionality. The most popular pages and the scripts of the supposed users’ work are detected.
Errors and mistakes. Errors are considered to be duplicate pages, incorrect transitions and slow loading speed. All of this is detected in the process of web analytics with this method.
E-commerce. In this case, attention is paid to sales: the popularity of the goods, the number of sales and feedback requests, total profit and the average cost of the order. The entire sales cycle is analyzed from the user’s transition to the product page to its payment and shipment.
Competitors. Competitor traffic is analyzed, as well as the relative popularity of their products.
Web analysis should consist of the following steps:
- Setting goals and objectives.
- Definition of KPIs.
- Searching and structuring information.
- Conducting data analysis.
- Making recommendations to improve the site.
After all the stages, it is necessary to evaluate the effectiveness of the work. To do this, a comparison of the effectiveness of the site before and after. In the process reveals what improvements have brought the expected results, and which ones do not, as well as making new recommendations.
In general, analytics site is divided into three main levels:
Preparatory. At this stage, they collect statistical data. On the basis of which you can choose an advertising campaign, to identify the target audience, see the actions performed by visitors.
Business analytics. The main purpose of business analysis is to identify the effectiveness of the site on the part of profitability and the means to increase it. To do this, the actions of customers associated with the purchase are tracked: the duration of time spent on the site, the value of leads, the number of calls, the average cost.
CLV analysis. CLV analytics detects the effectiveness of cooperation with customers, allows to define loyal customers and get the basic information about them. Thanks to this it becomes clear how to attract more customers and to keep the existing ones, what to add on the website. Recommendations are aimed at qualitative distribution of the company’s budget between different types of advertising and profit forecasting.
To conduct high-quality web analytics, it is not enough to collect data only from the website – you need to get information from all the systems and services with which it is connected.
