Web analytics is a discipline with an important scope for web marketers. It brings together several fields including the measurement of website traffic, the monitoring of interactions taking place on a website and the understanding of the system for consulting the information put online. Focus on web analytics and its main assets.
WEB ANALYTICS: A TRANSVERSAL MARKETING DISCIPLINE
Web analytics refers to the analysis of information collected on the audience of a website and the improvement of its performance. It involves the deployment of a tool for monitoring site visitors in order to measure its traffic and contribute strongly to the decision-making process in terms of marketing strategy. This is done through the examination of the processes of acquisition of Internet users, the analysis of the rate of navigation on the platform, conversions as well as the loyalty of the audience. In reality, the discipline of web analytics is transversal. Indeed, it allows to understand efficient acquisition channels, to determine profitable sources of traffic and to appreciate the experience of site visitors and their link with the site. Using web analytics, website owners can learn about the behavior of their visitors, assess the return on investment of their campaigns, detect technical problems or blockages and move towards continuous marketing improvement.
WEB ANALYTICS: TOOLS AT YOUR FINGERTIPS
When it comes to web analytics, you have to choose the right tool to track traffic and collect visitor data. Like Google Analytics, which is probably the most famous and best-known device, these tools can offer several features and free customization possibilities. However, there is a cost in terms of the user’s ownership and ability to derive useful data for the company. In order to master a web analytics tool and use the collected information profitably, it is essential to be well accompanied. Nevertheless, the installation of the web analytics tool is easy with a few lines of copy/paste code on the target site provided by the designer.
WEB ANALYTICS: FOR A RELEVANT WEB PRESENCE
The data is a real gold mine that must be exploited optimally. The added value of web analysis lies in the fact that the information collected and analysed can be presented as synthetic and high-performance dashboards. The tools can track and understand the behaviour of a visitor throughout his or her visit to the site. They measure the offline profitability of a web presence and assess the conversion process. Web analytics enables marketing and usability tests to be carried out to make the site profitable. Also, thanks to web analytics and quality support, the relevant information in this Big Data can be accessible for a better performance of the company.