Web Analytics PDF Print E-mail

What is Web analytics?

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web site usage.
Our approach in web analytics is dead simple. We analyze the data in order to improve your profitability and your business results. Let’s see how web analytics can help you.

1. Make informed marketing decisions and maximize ROI

You invest a lot of money in advertising and promotion to boost up your sales. Which of these campaigns are effective and perform better? Can you measure how offline advertising can affect your online traffic and conversion? Can you measure how online promotion can benefit your offline presence of your business?
Web analytics can give you the answers and help you make informed decisions based on data (and not only intuition) that will maximize your return on investment. Some examples are:

  • Pause a PPC campaign that attracted a huge number of visitors but has low ROI – Cost saving
  • Change the content of your homepage that recorded a high bounce rate – Maximize your revenue through content optimization
  • Track your email marketing campaigns with Analytics

2. Optimize your Paid Search Campaigns

While search marketing is very relevant and profitable with high potential for success, it also poses an incredible risk to your budget. That's why PPC optimization is crucial. Paid search campaigns optimization is a constant challenge to improve results. The problem with most search-marketing current approach is that they only examine the PPC platform data. However the goal of online marketing and especially paid search is not just to increase traffic.
The end goal may vary. For example, a purchase, a booking,  a newsletter sign up, a white paper download, a phone call, an online registration for an event are all possible desired actions. Web analytics helps you understand what PPC visitors do after they arrive on your site, so you can improve landing pages, navigation paths and other factors that affect conversion rates. Web Analytics help you understand why people visiting your site didn’t buy any product in the end, why they abandon your online registration form whilst starting it and give you the insights to make those changes that will bring the desired actions you want.
Do you want to improve the effectiveness of your paid search campaigns? Then, web analysis and web analytics can help you. Some examples are the following:

  • Compare ROI for paid search, organic search, email marketing and other programs
  • Audit and improve the effectiveness of various landing pages
  • Focus to the 20% of your visitors that bring 80% of your revenues
  • Discover and understand the power of long tail keywords

3. Increase Conversation rate (increase revenues) with the same marketing budget


This is Web Analysis competitive advantage. There are many books, blogs, videos and websites that specialize just in this topic. Our approach is very simple, again. What we can do in the website to improve the conversion rate keeping the same marketing activities and budget/resources? We believe that most of the time a customer journey is a customer odyssey and by just improving that and make the site more user friendly for consumers we instantly add value and significantly increase revenues.
Similarly, by spending a portion of your marketing budget on improving your website conversion you will increase your revenues. Let’s take an example that your site has 0.1% conversion rate. By just improving your conversion rate from 0.1% to 0.2% it means that you have doubled your ROI for all your future marketing spending. Do you want to miss that?

Let’s see some practical actions:
  • Use Google website optimizer to increase the conversion rate of your website. Typically there is a 50% - 100% increase in the conversion rate. This means 50-100% increase in your sales with the same marketing budget.
  • Create a landing page for a specific customer segment. You want users to find ‘the’ right information quickly and complete the sale, pick up the phone or any other action you want – Landing page optimization
  • Improve the checkout process and decrease abandonment rate

4. Understand your customers and become more customer-centric


We all know that customers are the most important assets of every organization. Some say that the first rule of business is to keep customers happy. Their wants and needs should always be the first priority of every company. Satisfying customers and gaining their lifetime loyalty is the most important component of every company success. The current trend is that more and more customers are interacting with your website. Do you understand why they come to your site? Do you understand why although they spend more than 10 minutes in your website they don’t buy anything? Do you understand why they are in the 4th step in the checkout process and yet they abandon the process? Why do you have so low percentage of returning visitors? The first step to understand better your customers is to analyze what they are doing in your website. The second is to answer the whys. Why they behave this way and what is their intention?
We believe that focusing on the customer should be every company’s first priority and from experience we can tell that the most successful companies follow this simple strategic approach with excellent results.

Some Examples
  • You work in a big FMCG company and you have a website for marketing purposes. However, you think that the site does not achieve its purpose. Doing a survey you find that more than 50% of the visitors are interested in the jobs section only. Now you know customers intention and you can act accordingly.
  • You sell bikes online. However, most of your internet search is about helmets. By doing your research you will find that the competition is very weak and this is a good niche market for you. Later you expand in selling helmets which is a huge success.
  • You are doing the survey and you find that although web experience is completely satisfactory they rate very badly your call centre. You have to improve your call centre because more than 60% of your customers prefer telephone than online ordering.
  • You have an e-commerce website and you have spent a lot in the check–out process. More than 60% prefer calling than ordering online during the check-out process. You are doing an A/B test in the checkout process and you improve dramatically drop out rate.

5.    Help your company being more competitive

Web analytics is not only about analyzing web and customer data. We always think out of the box and  look what goes on outside the clients’ company not just inside. The reason is very simple. This inside out approach helps identify not only the strengths and weaknesses that a company has but also discovers growth opportunities that most of the times are coming up outside the company. We all need to think innovative to achieve our business objectives. Remember, “Better” is the enemy of “Good”.
Some Examples:
  • You enjoy a 30% growth and think that is excellent results. However, you find out that some competitors have 70% to 80% growth and the average industry has 50% growth. Do you still think that’s good? We should able to see the big picture and start making small changes that can make a big difference.

Let’s see your strengths and weaknesses together and grasp every great opportunity that may come up from this little talk. We can help you make the right questions about your offline and online strategies and improve on things that will increase your profitability. Call us today for a free consultation. We’re looking forward to hearing from you.