What is Web analytics
Web Analytics is the process of collecting, storing, analyzing, and reporting web data for the purpose of understanding and optimizing web usage.
Web analytics can help you understand:
-How many people visit your website
-Where they come from (referrals, search engines, etc.)
-What pages they visit
-How long they stay on each page
-What actions they take on your site (such as filling out a form or making a purchase)
-What browser and operating system they are using
-What device they are using (desktop, laptop, tablet, or smartphone)
In our SEO Marketing Agency we believe that Web Analytics is the interpretation we give to these data collected from your website, in order to draw up a strategy and reach any goal with your online business.
The tool that gives us the most precise data is Google Analytics that, through a code inserted in your website, provides us with a multitude of relevant data to be measured and interpreted to result in a better SEO positioning.
Web analytics is not about measuring the traffic that reaches our website, but about understanding and analyzing it to improve our website and achieve any established goal, more sales, more clicks, more leads, etc.
WHAT DO WE MEASURE WITH WEB ANALYTICS?
-Website definition: corporate blog, ecommerce, subscriber recruitment portal, etc.
-Site objectives and KPI’s or performance indicators
-Analysis time in which data will be collected
-We analyze the web structure to know the route that the user will follow to reach a goal
-We choose the tools that we consider convenient to measure results.
-We tag the internal pages of our website to measure data, each page with its specific URL.
-We get the reports of different tools.
-We analyze the data interpreting them for the client and draw up a strategy of changes necessary to achieve the established objectives.
KPI or Key performance indicator, that is, key performance indicator is a measure of performance level within a process.
The target value is previously set and is usually expressed as a percentage.
It is necessary in any type of web Analytics to choose the correct indicators that are complete since the results are affected if objectives are not achieved.
The first of these indicators is web traffic. It is the most important point so that the web is visited and we can check the results of the campaigns. To increase web traffic, you need to implement an effective strategy since you need to increase the number of visits. The number of visits is not the only thing that counts, but the number of new visitors.
The second indicator is the conversion rate. This is the percentage of visitors who have made a purchase or completed the objective that we have set. It is important to have a high conversion rate to achieve the objectives set. The conversion rate is usually low, but if we have a good traffic strategy, it is possible to reach the objectives. It is important to measure the conversion rate so that we know the percentage of visits that we have converted into sales.
The third indicator is the bounce rate. The bounce rate is the percentage of visitors who have left the web without completing the objective. This indicator is important because it shows the number of visitors who have abandoned the web. If the bounce rate is high, it means that the web is not interesting and we need to improve it.
The fourth indicator is the time on page. The time on page is the average time that users interact with the website. The time on page is important because it shows how long users stay on the web. If the time on page is low, it means that the web is not interesting and we need to improve it.
The fifth indicator is the number of pages viewed. The number of pages viewed is the average number of pages that users visit. The number of pages viewed is important because it shows how many pages users visit. If the number of pages viewed is low, it means that the web is not interesting and we need to improve it.
The sixth indicator is the number of sessions. The number of sessions is the average number of times that users visit the website. The number of sessions is important because it shows how many times users visit the web. If the number of sessions is low, it means that the web is not interesting and we need to improve it.
The seventh indicator is the number of unique visitors. The number of unique visitors is the number of users who visit the website. The number of unique visitors is important because it shows how many users visit the web. If the number of unique visitors is low, it means that the web is not interesting and we need to improve it.
KPI’s must comply with the SMART standard, which stands for:
S – Specific
M – Measurable
A – Achievable
R – Relevant
T – Time-based
A good KPI will also be:
Focused – it should be aligned to your business goals
Visible – you should be able to see it in your monthly reports.
The main types of KPI’s used in digital marketing.
There are a wide variety of KPI’s you can use in digital marketing.
They can be general (such as return on investment), or specific (such as conversion rate).
Some common digital marketing KPI’s include:
Website traffic
Bounce rate
Website conversion rate
Email open rate
Email click-through rate
Cost per acquisition
Customer lifetime value
Return on investment
How to update your KPI’s
As your business grows, your goals will change.
And as your goals change, your KPI’s need to change as well.
Otherwise you’ll be trying to achieve the wrong thing!
For example, if your goal is to increase sales, once you have achieved your goal, the workflow must be restructured to adapt to the new level of sales.
If your goal is to increase sales, once you have achieved your goal, the workflow must be restructured to adapt to the new level of sales. This may involve hiring new staff, training existing staff in new sales techniques, or changing the way sales are tracked and monitored.
Specific
Measurable
Achievable
Temporary
METRICS IN THE WEB ANALYTICS
These are the points that allow us to analyze the traffic of our website with respect to visits, unique visitors and recurring users to our website. This metric is the basic of any website.
✅-Unique visitors
✅-Percentage of new visits
✅-Page views
✅-Page views per visit
✅-Average and total duration per visit
✅-Bounce Rate
✅-Exit Percentage
More advanced with the help of KPIs, we establish metrics that help us understand the user and their navigability through our website. Each company has different KPI’s depending on the objectives of each business:
Web analytics plays a fundamental role as a tool to reduce online commercial uncertainty and be able to make objective decisions based on updated, verified and personalized information on your website.
Web analytics plays a fundamental role as a tool to reduce online commercial uncertainty and be able to make objective decisions based on updated, verified and personalized information on your website. It allows you to track, in real time, the way in which users interact with your website: the number of visitors, their geographical origin, their behavior, the pages they visit, the duration of their stay, their level of satisfaction, their needs, preferences and doubts.
In other words: it allows you to know everything about your customers, their behavior and their needs. An analytics tool can be used in different ways, from the most simple to the most advanced, according to your needs.
A simple analysis of the content of your website allows you to know what interests your users most, what works best, what needs to be improved and the effectiveness of your online campaigns.
It also allows you to establish KPIs and objectives to be achieved, in order to know, at all times and in real time, how your online business is developing.
A tool like Google Analytics is essential to know what content is relevant to your users and how they find you.
It allows you to know how many users you have, where they come from and what they do on your website.
At Digital Media 365 we are used to include Web Analytics as part of any service we offer to our customers. Interpreting said data on a monthly basis for a long-term strategy that culminates in the satisfaction of our clients’ objectives.