How to Get the Most Out of your Web Analytics

“Online marketing is an integrated effort that requires consolidating all of the moving pieces to get a clear view of your performance.” – Klipfolio

After creating content or implementing any marketing campaign, it is critical to measure its effectiveness. And in order to be successful, you need to constantly measure, optimize, and iterate your campaigns.

Web analytics provide data about your website, and how your visitors interact with your site, so you can measure what’s working and what isn’t, and improve your website’s performance and conversion rates. It is a helpful tool for marketers and business owners, serving as a navigation tool in creating decisions on their marketing efforts.

Some companies are investing on expensive analytics software available in market while others are using free web analytics tool. But more than the tools and gathering the data from these tools, it’s about what you do with the information later on that matters.

Here are some tips on how to get the most out of your web analytics:

1. Define your KPI and metrics

The term ‘metric’ refers to any number that attempts to quantify performance while key performance indicators or KPIs are specific metrics that quantify performance relative to business goals/objectives. So before you can know what to measure, you need to figure out your business goals.

After you have a clearer idea of what you want your website to accomplish then you’ll be ready to define your measurement metrics and measure your website’s success accordingly.

Remember that metrics may differ depending on the type of business you’re involved with. Generally there are three types of metrics:

Acquisition Metrics
-Acquisition data is all about how we get customers to a website
-Examples of acquisition metrics include number of website visits, source of web traffic and keywords used.
*If your a startup company and your goal is to increase brand awareness then this can be a priority metric.

Engagement Metrics
-Engagement metrics help quantify engagement, user experience and website’s stickiness.
-Examples of engagement metrics include the of average time spent on your website, number of pages per visit and bounce rate.
*Engagement metrics are especially important for businesses that do a lot of content marketing and use it for their lead generation.

Conversion Metrics
-Sales funnel success can be measured using conversion metrics. These metrics are usually being set-up and defined by business owners on their own.
-Conversions are notched when a user meets certain criteria or completed a desired action on site.
*Conversion metrics are especially important for businesses that sells products or service directly on the web such as ecommerce websites.

2. Stay abreast of the current trends in web analytics and try it out

As digital marketing evolves, accessing the web will be different – so will its measurement. As we can observed, users are now accessing information through different channels and devices. With the emergence of omni-channel marketing, maybe you can include metrics that can track, measure and optimize a growing number of digital and offline channels such as email, organic and/or paid search, display advertising, video, social networks, affiliates, e-commerce, mobile, direct mail and broadcast.

Google Analytics include features that can track visitors referred via mobile devices and the devices used. Other web analytics solution such as Adobe Analytics offers advanced features on mobile tracking such as advanced segmentation and cross-channel analysis.

Web analytics providers and other marketing automation tools are also seeing the importance of tracking social media. Some software today are not only tracking social media as traffic source but as well as identifying high value networks and content.

Real time analytics and heatmaps are another selling point of other web analytics vendors. What’s good with real time traffic and heatmap is that you can see how your readers interact with your page and you can make real time decisions on marketing campaigns and even on your web design and web development. Clicky, a popular alternative to Google Analytics, provides real time traffic and heatmaps overlaid on your website.

Meanwhile, another popular web analytics tool, Kissmetrics, focuses on software as a service (SaaS) and ecommerce customer intelligence and reporting, to help users identify, understand and improve the metrics that drive their online business via actionable analytics.

3. Turn your data into actionable insights

I like to quote Avinash Kaushik, the analytics evangelist for Google. He said that: “In a nutshell, he presented on the failure of selling web analytics as a reporting tool, rather than an optimisation tool, which of course is where the value lies.” And like these vendors, I think we users are still lacking in terms of using the tool as an optimization tool. Yes we do have this great number of traffic or yes our traffic was down this week but hey after that what’s next? You should assess the things that are working well and test other things that works for other companies. It is also important to align your actionable plans to your company’s goals. Remember the 4 process involve in Web Analytics- Collect, Report, Analyze and Optimize.

Let’s remember that tools such as marketing automation tools and web analytics tool are only guide, it’s still always up to us how to maximize these tools and bring in the desired results we want.

Lastly, as web analytics guide your web design and development, maybe it’s time to reassess your website also. Kindly visit out our site for more info on our web development services and learn how we can help you in achieving your goals.

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