January 31, 2008
Web Analytics and Internet Marketing
Web analytics is the process of collecting, measuring and analysing data on web visitors and their interaction with the website to understand and improve internet marketing objectives. Building a great website is essential to attract online visitors, however you need to analyze and understand the behaviour of visitors in order to connect with them and turn them into frequent and loyal visitors. Web analytics measures and analyzes the result of internet marketing efforts by studying trends, behaviour and improving productivity and search engine marketing effectiveness accordingly. By applying web analytics a company can monitor a website in order to increase their business performance and improve their site to include the needs and preferences that visitors are demanding.
The most prolific methods to collect web analytics data are: the logfile analyses method where web servers collect data and record transactions on logfiles, and the page tagging analyses method where visitors web browser collect data by placing JavaScript code on each page of the website. Major Web analytics companies include: Google Analytics, Omniture, and WebTrends.
Web analytics solutions are precise and reliable sources. They can extensively support your company by automating new online procedures, and providing real-time, high-performance analysis and reporting for all levels of business. Companies should consider Web analytics the foundation of their business internet objectives and strategic marketing campaigns. It is essential for every competent company to invest in web analytics in their internet marketing efforts as they empower companies to analyse visitors and maximize conversion, evaluate and optimize Return on Investment (ROI), enhance customer services, and boost profitable trends
Analyse visitors and maximize conversion
Web analytics allows your company to examine various factors from people browsing your website such as: behavior, track activities and classify them into categories based on their needs, motivations, interests and actions and decide which visitors category would presumably convert into valuable and recurrent customers.
Understanding how to convert traffic into real buyers is as critical as building a successful web site. Web analytics provides your company with valuable information about the browse-to-buy ration to better understand customers preferences and online behaviors and maximize search engine marketing conversion rate and websites effectiveness and profitability. Effective use of web analytics can dramatically improve your companys online marketing initiatives and optimize visitor acquisition, conversion and retention.
Evaluate and Optimize Return on Investment (ROI)
Web analytics is essential to assess the measurable results of a marketing campaign in order to improve (ROI). Based on web analytics measurements, website owners and marketers can invest in new adjusted techniques to optimize users experience and generate a higher Return on Investment and a maximum profit from their advertising spending.
Critical and decisive information helps your company determine which product gives you the best Return on Investment (ROI) and generates the most revenues to your company.
Enhance Customer services
Web analytics is considered an efficient tool to assess website content and navigation and detect and diagnose possible server or site problems. By enhancing and improving online customer support services, guiding customers on how to help themselves, your companys offline customer service costs will reduce dramatically. Web analytics tracks the success of the companys marketing and advertising campaign and enables a real time customer behaviour analyses to adjust products and services to meet their needs in a simple and efficient way.
Boost profitable Trends:
Web analytics delivers valuable business insights to your company. By studying products upwards and downwards trends, companies can analyze these trends across marketing channels, and determine which trend attracts more customers and generate more profits.
Web analytics helps companies understand visitors background and preferences, track their online purchase activities and determine which new trend has the most influence on the consumer decision and included it in the companys future marketing mix to optimize overall business performance. Companies can evaluate different types of campaigns and media simultaneously and determine which areas of the company are excelling and which require improvement. Companies can focus on relevant key performance indicators to effectively communicate web analytics results and initiate actionable results based on the analysed data.
