business digitization

Web Analytics

• Process of analyzing the behavior of visitors to a website.

• Collects information, presents reports, and analyzes data from a website.

• This involves tracking, collecting and analyzing timely data to measure web activity, including the use of a website and its components.

• It helps collect and review all the data coming from a website, in order to guarantee its effectiveness.

• It is a set of key analyzes to improve the scope of the site's objectives, such as visitor retention and conversion.

• Understand how visitors interact with your site in real time, which countries these users come from and which pages are most visited, etc.

• You can get information as specific as what days and times you get the most web traffic.

Importance of Web Analytics

• Web analytics is a powerful tool that allows us to analyze trends and recurring behaviors over time, compare the performance of SEO, SEM, AEO, Social Media, etc.

• This information will also help in the creation or development of a product or service.

Web Analytics Functions

• Improve digital marketing strategies.

• Achieve the greatest number of conversions possible.

• Learn more about customers' behavior and decisions.

• Know what type of actions or trends customers follow.

• Have important data such as how long a customer stays on the site.

• Establish where the traffic for each web page comes from.

• Discover how to better segment content.

Benefits of Web Analytics

• Reduce conversion costs. When you can measure what happens on your website, you can make specific optimizations that allow you to lower the conversion cost. For this, monitoring and measuring the site appropriately will help you.

• Know what visitors prefer. Web analytics serves to gain a deeper understanding of customer behavior and decisions, allowing the discovery of new business opportunities.

• Improve user experience. Users spend much longer exploring a business's website when it offers them a good experience. This means adding elements that make navigation easier and eliminating anything that distracts or does not add value.

• Maintain the good image of your brand. The first impression counts a lot and on a company website it is no exception. When you make timely optimizations to your site, you maintain a good user experience and your content is relevant and attractive to consumers' interests. Then you can count on your website to perfectly represent your business's intent for your customers.

Components of Web Analytics

• Catchment. When opening an online business, the first thing you should measure is the capture of the different traffic channels you use. One of these may be LinkedIn or other social networks, for example.

• Activation. Once the channels and traffic measurement have been determined, visitor behavior must be calculated according to the goals. This component focuses on the usability of the site. In other words, once you managed to capture traffic, then it's time to measure how each user acts.

• Conversion. When you already know how your visitors act, it is time to ensure that your site meets your goals as a business. This can be the completion of a purchase, visitors subscribing to a newsletter, downloading content created by you, among other objectives.

• Retention. If you have already gotten the client to do what you wanted, the path does not end there. The last component focuses on monitoring customers to retain them. Web analytics will measure if the efforts are effective or if you should change the strategy.

Tools for Web Analytics

• CMS Hub

• Google Analytics

• Finteza

• Ahrefs

• Mouseflow

• Moz Pro

• Clicky

• Kissmetrics

• Mint

• Adobe Analytics

• SEMrush

• Amplitude

• SimilarWeb

• Etc.

Phases of Website Analysis

• 1. Establish the business objectives and KPIs ("Key Performance Indicators") of the site.

• 2. Determine the time to collect the data.

• 3. Choose a web analytics measurement tool.

• 4. Analyze the entire website.

• 5. Implement a measurement process.

• 6. Group web content.

• 7. Measure and report.

• 8. Review, analyze and verify.

Key Indicators for Web Analytics

• 1. Organic traffic through SEO. Measures the evolution of natural traffic where your company name or brand is not used.

• 2. Number of impressions. Measures the total number of impressions your website has.

• 3. Number of consultations. Measures the number of web queries that Google shows for similar results or those from your industry.

• 4. Number of keywords. Whether in the top 10 or 100 and this is measured after having optimized the website or content, since this is where the results can be verified.

• 5. Number of pages indexed. This allows you to know which indexed pages are truly relevant to your users. Likewise, it helps to know if there is duplicate content.

• 6. Site authority. This metric is basically used to know where you are compared to your competitors.

• 7. Number of conversions. It is really valuable information, because with it you will be able to see if the strategy used is working.

• 8. Page views. This metric allows you to individually see which pages of the site your customers visit the most. This helps you know where to make continuous improvements.

• 9. Time on site. This metric is used to measure and know how much time visitors spend on average exploring your website. It is useful to identify if they are leaving quickly and thus make improvements to your content.

• 10. Bounce rate. Hand in hand with the time on site metric, the bounce rate metric measures how many users visit your website and leave directly without having seen any of your pages or information.

Whether you are self-employed, an SME or a large company, at U2-LAB™ we help you with everything you need, at all times, from the beginning of the project to its completion and beyond, so that you have peace of mind and can dedicate yourself to what really matters: growing your business/company and offering your clients services of the highest quality, effective and efficient.