WEB ANALYTICS IS THE "WHAT", "WHY" AND EVEN "WHERE" OF YOUR ONLINE MARKETING CAMPAIGN. IN OTHER WORDS, IT IS PUTTING ALL THE PIECES TOGETHER TO MAKE SENSE OF THE OVERALL EMARKETING STRATEGY.
You have hired a search engine optimization (SEO) consultant to optimize your site and set up a pay per click (PPC) campaign. After investing all of this money, is it working? This is where web analytics (WA) comes in.
What is Web Analytics?
Web Analytics is the capturing of data about your web site visitors, tracking of web site traffic to your web site. Including how many visitors, when and how they found your web site, how long they stayed, where they bailed and much more extremely valuable information about potential customers that visited your web site.
A well thought out Web Analytics strategy will track endless activity on your site depending on how much data analysis is required. However, some of the most important metrics include visitor hits, visit lengths, successful order or subscriber ratios, checkout page abandonment and several other highly critical snap shots of visitor activity data. All of this data and several other metrics play a critical role (and often fatal if neglected) in the success of your online marketing program.
Why is Web Analytics important?
It is important because it can help you achieve higher web site conversions and give you a greater ROI. Web analytics programs can tell you how people are presently finding your web site and with what keywords or keyphrases.
Using web analytics is also a key way of optimizing your web site for the search engines by getting this information from your log files. All servers have the capability of tracking all web site users via web analytics custom programs or by the raw log files that are generated by all server software.
Web analytics can drill down to some of the most finite user activity and determine what users are most interested in and also what turns them off and results in their bailing from the site altogether. It may have to do with the design, colors, navigation system, or a multitude of other factors.
Web Analytics provides you with the following:
* A better understanding of your industry and what your competition is doing
* How to optimize your web site by implementing log file data
* Allows your marketing department to understand what your customers are looking for
* Allows for increased conversions and profitability
Why engage in web analytics?
The study of online user behaviour and activities generates valuable marketing intelligence and provides:
* assurance - measuring the performance of the website against targets
* insights - gaining clarity on user behaviours and needs, and how the site is meeting those needs
* optimisation – ability to take action confidently to improve the website based on the results
Hopefully, you now get a sense of how important web analytics is to the success of your e-commerce program.
Feel free to Contact US today at 91.9312360969 and see how web analytics software can help you achieve the results you are looking for.
