Without the analysis of the data we are like a ship adrift. That’s why I consider Web Analytics a fundamental activity!
Web analysis is the cornerstone on which every web project should rotate, which is why I consider the web analytics consulting service to be the most important . The times when it was enough to show the customer only a handful of data, such as the number of visitors to a site, is now far away and in this article I will motivate you why.
What is Web Analytics?
Web Analytics is the process of measuring, collecting and analyzing data. Over the years the concept has evolved considerably. It has gone from asking “what happens on the site?” To “why is this happening?”, and this completely upset the whole way of approaching the simple fact.
Therefore, web analytics consultancy helps the client to understand the activities and behavior of users on a site, in order to optimize processes, to improve aspects such as user experience, lightness and visibility of a site.
Explaining it in simple words, the web analytics gives us the possibility, through the software, to listen to the customer, observing how it arrives on the site, how it moves, highlighting the critical issues and the reasons for a non-purchase or a time spent on the site bass. This is the secret: listening.
The data is not just a number but much more, and the task of a web analytics consultant is precisely this: as a psychologist listens, analyzes and exposes, obviously all compared to a website.
The phases of the analysis
By reading the data, we can turn simple numbers into opportunities for our online business. So mainly the web analytics aims to:
- measure everything that is happening on the website
- understand if certain objectives have been achieved
- understand the real needs of the user (how he navigates, where he stops, when he leaves …)
- optimize the website based on all these evaluations
The importance of a web analytics consultancy.
The main purpose of the analytical consultant is to interpret this vast number of numbers in order to understand, and therefore implement, any interventions. As previously reported, there are four main phases that describe the analysis procedure, and now we will go on to argue.
- Measurement: each project, whether large or small, must first of all have a clear idea of what the goal to be achieved will be. Being aware of the goal to be achieved will help us understand how to go about optimizing our site. This is why key performance indicators, in KPI technical jargon, must be configured in order to obtain measurable and easily understandable data. In the first instance, we need to differentiate the macros from the micro objectives to better understand if the results have been achieved, and how.
Example: The purpose of an e-commerce is to sell (macro objective), but the subscription to the newsletter (micro objective) would be equally useful.
- Data Collection: at this stage we begin to understand “what” is happening on the site. Once we have collected a considerable amount of data, we will be able to see exactly how the website is performing. This is what I call “moment of questions”, a dialogue between the web analytics consultant and the tools. How many visitors are browsing the site? Where they come from? Who bought what he did? From which page did they start browsing? And so on.
- Data Analysis: once the data has been collected at a quantitative level, we proceed to the identification of problems and possible solutions. In this phase it is important to clarify whether the Macros and Micro objectives have been achieved and, in the event of a negative outcome, to ask only one simple question: “why? “. By doing so, we will be able to understand if we are actually satisfying the needs of the users who browse on our site, with the aim of visualizing the strengths and the weak points and then intervening simultaneously with the optimization of resources.
- Optimization: only by really knowing what is communicated to us from the data we will be able to intervene on all those factors that cause problems on our site and compromise the achievement of micro and macro objectives. We must not only limit ourselves to making changes, but test them in different versions, in order to find the winning declination that will help us achieve the best results. The CRO (Convertion Rate Optimization) is based precisely on these processes.
Advice based on data from analytical tools.
Including the various steps and what is meant by data analysis, let us now see how the study of the data differs.
Many mistakenly associate web analytics with the free Google Analytics tool. Well, this is partially a mistake, because the tool in question, free in the basic version offered by Google, is certainly an excellent tool, but it would be extremely limiting. Web analytics goes much further.
Let’s see some examples together:
- Server log analysis
- Use of third-party software such as Ahref, Majestic SEO, etc
- A / B testing
- Tools like Google Analytics, …
- On site analysis such as SEO Audit
- etc …
This is simply a brief overview of what in effect is the study and interpretation of the data. I hope you will be clearer about the basic concepts and why relying on a web analytics consultant will be increasingly important. Our users speak to us; it is up to us to listen to them.