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Tips For Web Analytics
By Tema Hassan of Azahar Technologies
1. Key Performance Indicators (KPIs) KPIs should be established for all critical online business metrics. The best KPIs are ratios of web metrics such as the number of visitors to buyers for a particular offer, or ‘look-to-book’ ratio. 2. Identify fall out points Look at the visitor path and identify points where customers are dropping off, and the rate at which they do so. 3. Alerts You can’t see everything all the time. Set up alerts on site performance and direct them to the relevant manager. This will help with proactive management of communications and any potential problems as they arise. 4. Involvement Actionable analytics requires the involvement of the whole marketing team. Get everyone to use the web analytics application directly, rather than rely on static reports. Then educate them on how to action what they see. 5. Set up a dashboard and ensure it is understood Compile all critical metrics in one place and understand what they mean. Pick the right metrics and make sure everything relevant is included and clearly visible. This way performance can be comprehended in a glance. 6. Set a hierarchy First the initial analytics need to be done. Once the basics are taken care of, online retailers can then look at optimising the content using testing, automated campaigns and targeting. 7. Test before implementation If redesigning a website, testing enables different page versions to be compared against a benchmark, uncovering what changes will have a better effect. 8. Shopping cart abandonment Recommendations and targeted promotions can be used to address shopping cart abandonment. In competitive times converting customers already engaged with a website is far more cost-effective than acquiring new customers through costly marketing. 9. Report activities Businesses must outline success and failure at every point within the organisation. This is not only a basic component.....of web analytics but ensures all departments remain focused on making better decisions. 10. Online optimisation Once established with your web analytics program, look to go further and automate the process of changing your site, or external campaigns based on the data. 11. Merchandising Automated merchandising systems like Mercado are now ever more popular and can take advantage of web analytics data to fine tune what products are being presented on the site in real time.
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Contributor's Note
IPinfinity is one of the fastest growing online technical resources for IT and Communications professionals. Tema Hassan is a technical consultant with Azahar Technologies.
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This intel first appeared on: http://www.ipinfinity.com/index.php/Tips_For_Web_Analytics
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