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how do you think a wardrobe would fit in your bedroom if you didn't measure its length? What size trousers would you wear if you had no idea of your measurements?
Something similar happens with everything that happens on your website. You are creating content on your blog, sharing it on social networks, using keywords, enriching it with video... And how do you plan to find out if all your tasks are working properly? How do you know if what you are doing is what your strategy needs? Are they the tailored actions you require as a brand? That's what analytics is for. That's what we are going to tell you what it's all about. And that's why we are going to share with you what website analytics allows you to do.
let's get started!
what is website analytics?
You've probably heard of it. That is, if you're not already using it. It might even sound like Greek to you. No matter. Website analytics is the process we use to analyse the information extracted from user behaviour on your website. In this process we collect, measure, evaluate and think to understand and optimise its use.
It is not a hobby, but if it shows that your website works perfectly, you will be hooked. This process is divided into 3 fundamental phases:
- Data collection, which must be consistent with each other, so it is best to group them under a unit criterion, for example: total number of users visiting a page.
- Measuring results: To do this, we establish KPIs or key performance indicators. We want to define figures and compare them, for example: the total conversion of visitors into leads.
- Evaluation: This is the moment when we attribute value to something, e.g. conversion rate in the range of 2% to 4% is a positive indicator of customer satisfaction.
When we finish these phases, the most important thing is to understand the data obtained. Search for a rational explanation that allows us to make effective decisions in our strategy. And even better, it gives us the possibility to analyse trends and behaviours.
Advantages of analysing your website
what does website analytics allow you to do? We recommend that you take note of the benefits it brings to your company. Here are 5:
- Increased knowledge of the website. The information obtained allows you to find out which pages are most visited, the most read content, images or other elements that work best. Self-assess, decide and discover what is working.
- Greater knowledge of the user: Who is visiting your page? What are their characteristics? What contents are they interested in? In short, it allows you to know their behaviour in order to know what to offer and how to reach them.
- Generates new business opportunities. In addition to all these advantages, web analytics can also give you clues to the most unexplored market niches.
- Reduce costs. Thanks to the optimisation of your actions, you will be able to improve the navigation of your website and save on costs invested in something that does not work or does not generate results.
- Boost ROI: Are you getting the results you expected? What should you change in your campaigns?
- Optimising navigation flows, visibility and conversions - where in the funnel do your users abandon the site? Perhaps, with this data you can change and improve some of the functionality.
- And it gives you the opportunity to create customised alerts based on the data obtained.
Actually, there are many advantages you get when you know the performance and the results of the effort you invest in your website. They go far beyond knowing who visits the pages, for what reason and for what purpose. And until very recently, the only alternative that webmasters had to track the users who visited them were the containers.
It doesn't matter so much what goals you have in mind, because, regardless of them, getting relevant information from users will help you make important decisions for the smooth running of your business.
How web analytics influences customer loyalty
You are wrong if you think they have nothing to do with each other. The information you get from analysing your website allows you to know your users' needs, to offer content adapted to them and to improve the shopping experience. In short, the data gives us the clues we need to know what users expect from us and to anticipate their needs. As a result, we achieve greater customer loyalty.
However, there are different levels of web analytics, from the most basic data collection and measurement to the highest level based on real data to make future decisions. Would you like to measure sales, conversions, and user information? You need to measure data with analytics platforms, such as Google Analytics, Google Search Console, Woopra, SE Ranking, SEMrush or others.
If you have any doubts about what website analytics allows you to do, give us a call.
