To put it simply, web analytics refers to the collection, reporting, and analysis of data associated with your website. The major focus in this regard is to identify the factors that you should measure, depending on the goals of your business. You can use the website data to evaluate whether you are achieving those goals.
The basic purpose of measuring these key indicators is to optimize your marketing strategy and get positive outcomes. When creating objectives and calls-to-action, it is essential to develop effective and relevant web analysis. This allows you to identify the key performance indicators (KPIs) and measure how well you are doing.
Using Web Analytics Tools
Webmasters use KPIs to measure the success of their marketing strategy, but the question is how to measure them. For this purpose, you need multiple tools that offer a comprehensive insight into your site’s performance.
When using different web analytics tools simultaneously, you need to focus on those KPIs that you need to measure by taking into account your business goals and user experience. Just weed out the rest of the data that means nothing to you.
How to Measure Success
You can use web analytics to run qualitative research and measure your success. Here are the best ways to do it:
Have a Data-Driven Environment
This is essential for decision making and thus, for creating a marketing strategy. When you have collected the relevant data regarding the success or failure of your goals, the next step is to find ways to improve your KPIs. If your high-value content isn’t getting any traffic, you can find the possible causes by taking engagement analysis or path analysis of the top sources associated with the page. You can try out different solutions by leveraging the testing tools and finding one that helps you generate more traffic.
Don’t Just Rely on Traffic Reports
When you continuously see reports regarding visits, top sources, page views, or top pages, it makes things more complicated. You can’t judge success only by a large number of visitors. These reports are basically provided for technical purposes so you can optimize your strategy in accordance with the given data. Getting 7 million visitors doesn’t necessarily mean that your business is successful; you can only relate it to your success if most of these visitors turn into customers.
Provide Insights With Your Data
If you provide metrics to other stakeholders without any insights, there is no point in generating such a report. Just focus on making the data meaningful and relevant, which will help you evaluate what areas are showing success and improvement.
Avoid Reports That Are Snapshot-Focused
Don’t rely on the number of visits or look at these metrics for a specific time period, as it doesn’t help you analyze the true nature of the user experience that your site offers. Instead, consider factors like user-lifetime value, which provides a better understanding of users.
Clearly Communicate With All Stakeholders
Make sure to share all information with your stakeholders, showing your strengths and weaknesses and the behavior of your audience.