DESIGN, DEVELOPMENT & VISUALIZATION OF WEB ANALYTICS
It’s the bottom line that matters
WHAT IS WEB ANALYTICS
Web analytics is the collection, processing and analyzing of the data, which depict the way that the users interact with a business or e-commerce website. Their main purpose is the deeper understanding of the user’s behavior and the optimization of the website’s conversion rate.
THE ELEMENTS OF ACTIONABLE WEB ANALYTICS
DESIGN:
THE TRACKING PLAN
We don't need and we don't want to track everything. This is called data puke. In order to maintain actionable web analytics, we have to know which data is required to answer today's questions and make business decisions.
DEVELOPMENT:
GOOGLE ANALYTICS
Implementing Google Analytics is a mere technical job, provided that we have a well designed tracking plan and we always follow the protocols of our data governance.
CUSTOM TRACKING:
GOOGLE TAG MANAGER
Besides the basic tracking that Google Analytics offer out of the box, we usually need to implement custom code in Google Tag Manager, in order to track the customer's journey and all micro conversions.
DATA PROCESSING:
GOOGLE ANALYTICS
Data processing is the application of certain parameters, such as time periods or audience segments. The reason behind this is to be able to view our data in a way that makes sense for our business.
DATA VISUALIZATION:
GOOGLE DATA STUDIO
The value of data visualization is often underestimated. However, we can't have actionable web analytics, if the businessman, the analyst or a partner can't easily view the exact figures required for his job.
DATA ANALYSIS:
DATA DRIVEN DECISIONS
Al the previous steps are meaningless, if we don't make good use of our data on a regular basis. Web analytics requires much effort and it is quite an investment to remain unexploited.
WEB ANALYTICS AS AN INVESTMENT
Web analytics is an investment on a business. If they are well designed, implemented, processed and visualized, they can bring money in a business in several ways.
First of all, it’s a great tool that allows a manager to make educated business decisions, based on hard data. After all, there is always a correct KPI to depict every aspect of a business.
Furthermore, the analysis of the data reveals much about the users’ desires, needs, expectations and pain points. This means it reveals opportunities, ready to be translated in additional income for a business.
Web analytics is also the only tool you need, in order to optimize the conversion rate of a website. The conversion rate is the metric that indicates how well a website performs. Consider it as a salespersons’ ability to persuade customers to buy. While it may prove to be difficult or expensive to drive traffic to a website, it is easy to improve performance and results.
Another, more direct way, that web analytics can bring money in a business is their role in the optimization of ad campaigns. Being able to read the results allows a marketer to better allocate the budget and reach the best ROAS, which is the return on ad spending.
Finally, here is the nuclear weapon that are the web analytics: they allow customer segmentation. This means that every sales activity can be personalized to an extent that it offers a unique user experience and generates significant income.
THE BENEFITS OF PROPER WEB ANALYTICS
In each business, a manager has to cooperate with a marketer. Even in very small businesses, where everything is an one man’s show, much value is lost in translation. Here come the web analytics, to boost the effectiveness of each sales and marketing effort.
Well designed web analytics allow a businessman to co-shape the business strategy together with the marketers and determine the metrics that actually depict its effectiveness. Additionally, a manager will be able to supervise the marketing team’s job, without the requirement of any tech knowledge.
Of course, every marketer should love the web analytics. Not only they assist to a job well done, but they are also the only thing needed, in order to prove their value to a business.
Do you want this powerful tool? Let’s talk!
