Here is a informative introduction to Web Analytics. Read it and learn more about what it is, how you can implement it and insights you can get from it
Web analytics is the collection, reporting, and analysis of website data. The focus is on identifying measures based on your organizational and user goals and using the website data to determine the success or failure of those goals.
Critical to developing relevant and effective web analysis is creating objectives and calls-to-action from your organizational and site visitors goals, and identifying key performance indicators (KPIs) to measure the success or failures for those objectives and calls-to-action.
Here are some examples for building a measurement framework for an informational website:
- Goals: Your site’s major goals should essentially outline why you have a website.
- Objectives: Objectives help outline what it takes to achieve your goals.
- Calls-to-Action: Calls-to-action are tasks that site visitors must complete as part of your sites’ goals and objectives
- Key Performance Indicators (KPIs): Key performance indicators are metrics in which we can measure each CTA.
- Targets: Targets are thresholds that determine whether
Measuring success comes in many KPIs and will require multiple tools. While the thought of managing more than one web analytics tool can be daunting, know that by simplifying and focusing on the KPIs that you need to measure your organizational and user goals, you can weed out other data to get to the right insights.
Listed below are some data sources and types of tools you can use to analyze them:
- Clickstream – Web analytics tools, Clickthrough, scroll-tracking, heatmaps
- Experimentation & Testing – A/B, multivariate testing, User testing
- Voice of Customer – Customer satisfaction surveys, Page-level surveys
- Competitive Intelligence & Market Research – Keyword research tools, Competitive analysis tools
That’s all for part 1! Checkout part 2 for more information.