Web analytics in a nutshell is anything that we can measure our users when they interact with a website. We do these using tools (Google analytics, web analytics yahoo, Woopra …) that collect a range of data that can store, sort and use accordingly to our marketing strategies.
“The most companies using less than 10% of the data obtained from users”
Important concepts and metrics in analytical web
A preliminary level, some concepts that can help us are as follows:
– Visits / length of visit /% New Visits
– Facts each session: we will find travel information of each user in your web
-% Rebound: % of visitors who leave our site after a few seconds
– Source traffic: we can determine whether the visits come from some campaign or SEO for example.
– Funnel: This concept allows us to create a web production flows. A practical example of a funnel in ecommerce would be this:
– Visits to the web- page visits form of product- purchase or sales cart-
With these clear concepts, among others we can carry out most marketing strategies associated with web analytics processes.
Web analytics, as we move with it, leads us to be able to create “avatars” or “common behaviors” of users can be classified into groups that then can attack or try more personalized way, I put some examples:
– New visitors who left the cart or form contact
– “Heavy users”: buyers who bought us many times
– Buyer has not repeated any time…
Given the previous concepts described above and own “avatars” we can develop the following strategies:
1- Strategies web usability focused on conversions: measuring and converts each page by% rebound, the funnel and other metrics derived can do all “testings” necessary until we achieve our goals.
2- Strategies of email marketing for customer loyalty: once we have standardized the different “avatars” customers will be able to customize all our communications using emails that include some incentive to perform more shopping with us.
3- Strategies for PPC (pay per click): with Google adwords campaigns or online advertising for example. With web analytics tools we can keep track of what visits every action PPC marketing and so are according to optimize results.
4- Strategies “Inbound Marketing”: inbound actions are those that are not PPC, ie, content marketing (blogs, forums …), social media, SEO … here we can also measure all activity with possibility to make improvements as we go finding.
Building your marketing funnel using the web analytics
If we combine all marketing strategies defined arrive at the conclusion that what we do is through web analytics, comprehensively build our marketing funnel to make it more efficient using tangible data. The route is as follows:
1- Identify which are the most profitable traffic sources and bring us closer to user’s higher quality.
2- Using web analytics we have all pages of our website and optimized content to convert the maximum possible.
3- Customize all customer loyalty strategies.