In this article, we are going to share with you 4 ways we can improve business with Web Analytics. In our current world, data is abundant. Yet, not many companies were able to benefit from those data. What can possibly be the reason? The number one reason is, companies not knowing what they want out of those data. Have you ever bought something that seems interesting at the time of purchase, but have totally no idea what to do with it when you reached home? Reluctantly, you kept it away in the storage room and deemed it as a waste of money. Web Analytics, is that something. Everyone is talking about it, but when we try it out for ourselves, we have no idea what to expect. Results are elusive, and we ended up dismissing the tool. Fret not! We are going to go through 4 ways Web Analytics can help companies improve their online presence.
- Campaign optimization (Marketer)
- Identify website issues (Developer/Tester)
- UI/UX optimization (UI/UX developer)
- Improve conversion rates (All parties)
Improve Business with Web Analytics
1. Campaign Optimization (Marketer)In the past, without data, ad campaign is a hit and miss affair. There is no good way of understanding why an ad campaign is doing well or badly, let alone learning from past results to improve the next ad campaign. With Web Analytics, we can now answer many questions that were left unanswered in the past:
- Are we targeting the right audience? If not, which audience is reacting the best to our ad campaign?
- Which ad platform is the most suitable for us? Facebook? LinkedIn? Google? Forum?
- What is the CPA (Cost Per Action)? Is it cost-effective for us?
- Did we achieve our goal for the ad campaign? (Awareness, conversions)
- When is the best time/day to launch campaign X?
- How long should campaign X last?
- Is our new idea for the ad campaign working?
2. Identify Website Issues (Developer/Tester)It is common for a small website(~10 pages) to have up to 50 test use-cases. Depending on the complexity, it can sometimes go up to 100. Imagine an e-commerce website! Testing can never be perfect. There’s only so much the developers and testers can do. 95% of the issues are often caught before the website goes live. As for the rest, Web Analytics can help us:
- Browser compatibility issues
- Website elements missing
- User unable to proceed to next step
- Poor loading speed
- Device-related issues
- Functionalities not working as intended
3. UI/UX Optimization (UI/UX Developer)User experience is one of the most important aspect of a website. Without a good user experience, users get frustrated and often experience fatigue, resulting in a loss of conversion. Companies often carry out a site-overhaul, in hope that the new website will perform better than the old one. But… without first understanding how the old site is performing, there is no way to tell if the new site is doing better or not. Should the CTA (Call-to-Action) button be placed at the top of the page or at the bottom? Should we have a banner on this page? Should we have a single page form or a multi-step form? Above are just some common challenges we faced in regards to UI/UX. Here’s how Web Analytics can help:
- Identify underutilized/redundant website elements
- Gauge the performance of important contents
- Carry out A/B testings to test out hypothesis