The Web Analytics Association (an international reference association related to web analytics) defines web analytics as ” the measurement, processing, analysis, and reporting of internet traffic to understand and optimize the use of a website .”
Web analytics is a discipline that is part of digital marketing, which consists of collecting and interpreting data related to users who land on our web pages, where we can analyze in detail the results of marketing actions and make more accurate decisions.
To properly manage our digital business it is necessary to optimize our website to sell more or attract more customers and identify our correct audience and connect with it; The transformation of this data is important to add value to our business and identify areas for improvement.
Web analytics is one more step towards success since to analyze correctly we have to be clear about our objectives based on key performance indicators, with KPIs (Key Performance Indicators) we will evaluate those factors, variables, and units of measurement of marketing strategies depending on each type of business.
It is important to clarify that web analytics is not about measuring our website traffic, but about understanding and analyzing it through the impact of our digital marketing campaigns, the behavior of visitors on the website, and looking for market trends.
Thanks to web analytics we can compile the data with the appropriate metrics to analyze the performance of our websites. In this way, we evaluate whether we meet the proposed objectives when starting any type of marketing campaign.
To analyze any portal, we recommend that you follow the following steps:
Marketing metrics are numerical expressions that visualize the results of our strategies, allow us to analyze the performance of the actions of the marketing department, in line with the objectives we had from the beginning; Among the most important metrics that cannot be missed when conducting an analysis are:
KPIs (Key Performance Indicators) are the main performance indicators. They are metrics that help us understand how we are doing concerning the objectives we have set. Since each company has different objectives, the KPIs are specific to each business. Next, we are going to propose some KPIs, depending on the type of website we are on:
Corporate websites: the objective of this type of site could be to spread the name of the company or brand, attract loyal traffic (repeat visits):
Content websites: the objective could be to attract traffic and users who repeat their visits (to retain the user). This is the case of a blog or a news website:
Service websites: the objective could be to attract new clients or generate contact requests/quotes. This is the case of a website of a law firm:
Sales websites: the goal is to get sales. For example, an online store:
The real work is when we have to read the data and interpret it, in such a way that as analysts we can conclude to improve the user experience and also manage strategies for customer loyalty, satisfaction, acquisition, retention, and loyalty; web analytics arises from the need to measure the return on investment of each visit to our website.
We must recognize that each user of our website is providing valuable information for my company, to know the needs of my market niche, and correctly guide the strategies. Web analytics helps me recognize my strengths and weaknesses in the digital world, and that is where you begin to become a web analyst. Are we getting to know our clients?
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