Web Analytics Tutorial

This tutorial will give you an overview about Web Analytics and how to use it.

Web Analytics is about online marketing activities and website optimization while gaining insight from your visitors. It has four different steps:

1. Defining your website goals.

2. Measuring your website with goals

3. Analyzing and explaining data why there are areas that don’t perform well

4. Optimize your website based on the findings

Web Analytics is a continuous process where in there are things that you need to improve.

Step 1 – Define

Web Analytics Tutorial You need to have defined goals for the website because you can’t measure its success without it. Defining your goals is the first thing to do. To do that, you need to define your micro goals first such as reach, engage, convert and retain.

First, you must reach new prospects through online advertising and other marketing strategies. The goal is to make the people click your ads and direct it to your website.

Second, engage prospects through presenting relevant contents making them start online price calculation.

Third, convert prospects to paying customers or qualified leads. The conversion process should be designed carefully to prevent drop-outs.

Lastly, retain customers or leads by inviting to sign-up for newsletters or by introducing loyalty building activities.

Step 2 – Measure

After defining your goals, you can now measure your website. This is possible through developing dashboards series that will show your ability on engaging, reaching, converting and retaining of your visitors.

Step 3 – Analyze

When monitoring your website, you may notice that some content or marketing activities are underperforming. If that happens, you should analyze the data and explain the results in detail and take action.

Analysis is an act of drilling down your metrics. The content hierarchy can be the most essential drill-down factor to your analysis. But there are other variables such as navigational patterns, traffic sources, demography, internal searches and attitudes. You can introduce online survey that combines visitor responses with click streams.

Step 4 – Optimize

When you are already able to identify and explain why a particular area is underperforming, think immediately about ways to improve it.

For example you have observed an increased bounce rate on the entry page of a travel site encouraging being on active holidays. The page displays a picture of people hiking in the mountain. You introduce a survey so you can learn about the visitors for you to be able to explain the bounces. And then the survey showed that young men visitors preferred biking. So these young men don’t like the picture of hiking and are not motivated to enter the website.

Optimize the page by testing different versions of men in biking and changing it every week so you can see the bounce rate depending on the displayed picture. Document your results after doing these tests.

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