Web analytics

What is a web analytics?

Get help from our web analysts to develop your website. You can get much more out of your web analytics than counting numbers of visitors you have on your site every month!

With web analytics you use different methods to collect data about websites and in which context the site is located, and which channels are used. Web analytics measures virtually everything on the website and helps us analyse markets, customer data and client engagement, which helps us redefine target groups, competitors and buyer profiles.

Web analytics affects the market strategy in several areas and strategic decisions around target groups and customers. Through the data we look at Onlinebeteenden, competitive benchmark (e.g. who has the most visitors/most involvement) but it is not just about traffic reports but also business goals and advanced multivariable tests. Without web analytics you can not see if the site works as it should and it makes it easier when you talk about marketing but also with sales, technology departments or management.

Data-driven marketing is a paradigm shift

How does your site function and how can you improve it so you get more visitors and customers?

As a data-driven analyst, you need to look at the data and select which data to measure.
When a company starts Web analyzing, you often start with basic data and how many visitors come to the site, where they come from and which pages they visit most. There are pages that are not visited and how does the website for mobile users or iPads are examples of issues that can be investigated.

You can’t manage what you don’t measure

A more advanced analyst associates the Web Analytics with the company’s business objectives and business goals. The overall purpose of web analytics is to improve the website based on the business concept or mission statement that the company or agency has with its web venture. Conversion optimization means setting different goals with their website. It can be about getting multiple leads to the sales force, measuring and increasing sales, measuring the email conversion and what you want to measure on.

Web analytics   and business goals?
The business goals and how to communicate these within the Organization mean a deeper understanding of your web analytics. What conversion goals have you set? How many orders do you get. Average order? Profit? Do you leave the basket? Are there stock products that have to be sold? What does sales look like per month? How is the conversion when the weather is bad or good? In this phase, there are hypotheses about what affects the website and how it is possible to improve profitability.

A site can be evaluated in many ways, and collecting data with Web analytics is a must for strategically customizing your website to visitor behaviors. When you set up KPIs, it is desirable that you can compare them over time and that you can filter out different types of segments to find patterns. The objectives and ratios used may vary between industries and companies but it is necessary to measure to see the results of the investments.

Analyzing different digital channels
One of the most important areas is to evaluate different digital channels: SEO, Adwords, email marketing, Facebook, affiliates and see where to get their visitors. This means that you can allocate your marketing budget to the channels that provide the most customers.

Analyzing different problem areas
If we examine the most common output pages, these places where the website is leaking and where there may be a need for point actions. It is also possible to detect pages with deviation frequency (bouncerate), poor conversion rates, pages where you are in very short time or pages that are slow.

Other parts that can be examined

  • Heatmaps – to discover how users perceive the interface
  • Record how users use the site (visitor session recording)
  • Surveys
  • Form Analytics – To see how forms are used
  • A/B Testing
  • Customers who do not convert
  • Demographics like gender, age and interests of your target audience

Data analysis — There are several types of analysis that you can make, depending on the KPIs that you want to use.

We look at the site from an objective perspective, assure and come up with concrete suggestions for improvements and measures. Through web analytics, your company can create a corporate culture around customers and take advantage of big data and customer intelligence and quickly adapt when new trends are discovered.