Web Analytics

 Introduction

This paper will discuss the definition of web analytics, its elements and examples on each element. This paper will also tackle Google analytics and how it is utilized by organizations to increase their business and retain their customers.

“Web analytics is the process of analyzing the behavior of visitors to a website. This involves tracking, reviewing and reporting data to measure web activity, including the use of a website and its components, such as webpages, images and videos.” (TechTarget Contributor, n.d.)

Web analytics can be helpful in several ways which enables organizations to keep loyal customers, attract visitors and increase revenue for every spending of their customers. According to TechTarget Contributor, (n.d.), “Analytics can help in the following ways:

-          “Determine the likelihood that a given customer will repurchase a product after purchasing it in the past.” (TechTarget Contributor, n.d.)

-          “Personalize the site to customers who visit it repeatedly.” (TechTarget Contributor, n.d.)

-          “Monitor the amount of money individual customers or specific groups of customers spend.” (TechTarget Contributor, n.d.)

-          “Observe the geographic regions from which the most and the least customers visit the site and purchase specific products.” (TechTarget Contributor, n.d.)

-          “Predict which products customers are most and least likely to buy in the future.” (TechTarget Contributor, n.d.)

 

Main Topic

Goals. “The first step in the web analytics process is for businesses to determine goals and the end results they are trying to achieve. These goals can include increased sales, customer satisfaction and brand awareness. Business goals can be both quantitative and qualitative.” (TechTarget Contributor, n.d.)

It is very important for an organization to create a goal that is specific, measurable, attainable, realistic and time-bounded. Creating a SMART goal will definitely help the business materialize their desired outcome. An example of a goal is to increase the number of visitors in the company’s website in a span of one month staring today by boosting its online appearance though advertisements.

Events. “In analytics, an event is recorded when an Internet user performs an action on your website. Events can be measured independently of loading a new page. Different examples of web analytics events: click on a link, watch a video, download resources and send a form” (At Internet, n.d.)

Google Analytics can track events like downloads, this event can be useful for businesses who sells e-books, software and many more. Tracking the download event will help these businesses to measure the number of products they sold to their online customers.

Key performance indicators (KPI). “In web analytics, a KPI is a quantifiable measure to monitor and analyze user behavior on a website. Examples include bounce rates, unique users, user sessions and on-site search queries.” (TechTarget Contributor, n.d.)

One example of a Key Performance Indicators (KPI) is Average Product Sold. For example, a vendor who signed up for e-Bay, the entrepreneurs’ business objective is to sell more products; therefore, its KPI should be Average Product Sold. Another example for call center companies it is common to see Average Handling Time (AHT) as part of their Key Performance Indicators (KPI) to measure efficiency and provide world-class customer experience over the phone.

“A Google Analytics KPI is an objectively measurable performance indicator used to monitor, analyze and optimize user behaviors on websites. Google Analytics metrics, among other things, help website managers in the operationalization of their marketing goals.” (Data Pine, n.d.)

Conclusion

Web Analytics are helpful to business especially when it comes to data gathering and analysis. Web Analytics like Google Analytics provides easy access to important data that the business can use to improve their business, services, products and even their websites. Learning web analytics will give us an edge towards an effective management and business analyst in the future.

 

References:

TechTarget Contributor (n.d.). Web Analytics. TechTarget. https://www.techtarget.com/searchbusinessanalytics/definition/Web-analytics

At Internet (n.d.). Event (Analytics). Retrieved from https://www.atinternet.com/en/glossary/event-analytics/

Data Pine (n.d.). KPI EXAMPLES FOR GOOGLE ANALYTICS. https://www.datapine.com/kpi-examples-and-templates/google-analytics

Optimize Smart (n.d.). Google Analytics Event Tracking Tutorial. https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version/

Bui, B. (n.d.). 5 Best Google Analytics Goals Examples to Copy. Directive. https://directiveconsulting.com/blog/google-analytics-goals-examples/