Todd Sumamno
How To Understand Why Visitors Do Not Like Your Site
The first web analytics system generated reports from log files (server log, which recorded all user actions on the site), and could also present data in graphical form since 1995. You can find such instruments by the link: https://creabl.com/a
In the 2000s, websites became more complex, and a new way was needed to collect information from pages. This way became JavaScript tags. JS-code is installed on the pages of the site. When the user loads the page, the code is triggered, and all the information is collected in the database.
Why you need web analytics
Web site visitor tracking helps you understand what’s happening on your site and how to improve it. The main purpose of web analytics is to collect and analyze data about website visitors to optimize or improve it. With the data in hand, you can identify the weaknesses of the site, find out the audience and its needs, determine the tasks that the site should solve, and draw up a plan to improve its effectiveness.
What tasks does web analytics solve:
· Assesses the quality of traffic
· Identifies website shortcomings and technical errors
· Identifies effective advertising channels
· Reduces the cost of customer acquisition
· Creates a portrait of visitors and a model of their behavior on the site
· Looking for ways to increase conversions
Basic methods of web analysis
· Website traffic analysis. The quality of traffic, the number of unique users, and their activity are assessed, and the reasons for the surge and decline in traffic are identified.
· Target audience analysis. Visitor demographics, geography, interests, devices, and operating systems used).
· Usability analysis. Here we study maps of scrolling and clicks, the most viewed pages, and user routes on the site.
· Analysis of technical shortcomings. Errors are detected during the transition, the presence of duplicate pages, low download speed, etc.).
· Analysis of traffic sources. What channels are the most effective for attracting users, the cost of attracting a visitor to the site, what key phrases and pages users came to, and how to rationally allocate the budget of advertising campaigns.
· e-commerce analysis. The number of transactions, most popular products, website activity, leads, calls, average check, revenue, and sales cycle.
· Analysis of competitors. What search phrases bring them traffic to the site, traffic sources, volume, benchmarking (comparison with the best products of competitors and global trends).
The ideal web analysis scheme consists of several stages:
· Determination of the goals and objectives of the site.
· Setting KPI.
· Data collection.
· Analysis of the collected information.
· Suggestions for what needs to be changed.
Next comes the revision and retrospective. It is necessary to understand which recommendations and hypotheses turned out to be correct, which did not bring the expected result, and what should be considered in the future.
All site analytics can be divided into several levels:
· The initial level is the collection of basic statistical data (the number of visits, the depth of views, the time spent on the site, clicks from advertising campaigns, bounces, click maps, scrolling).
· Business analytics – calculation and analysis of targeted actions on the site, calls, sales, and average checks. Here we get the answer to the question: how much profit the site brings and how to increase it.
· Analytics based on CLV (customer lifetime value) allows you to determine the value of the client (profit received from cooperation), identify regular customers and develop strategies for retaining them, find out the channels through which they came to the site, and create a more detailed portrait of your customers. Such analytics help to better understand the behavior of the audience and the mechanism for making purchase decisions (whether the message on the site about free shipping influenced, the section with personal recommendations, etc.). In addition, this data will help to make a profit forecast, reallocate the budget and plan effective advertising campaigns.
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