Why do you need web analytics?
Web analytics help you understand what is happening on the site and how to improve it. The main purpose of web analytics is to collect and analyze data about site visitors in order to optimize or improve it. With the data on hand, you will be able to identify the weak points of the site, find out the audience and its needs, determine the tasks that the site should solve and draw up a plan to improve its effectiveness.
What tasks does web analytics solve?
Basic methods of web analysis:
Next comes the modification and retrospective. It is necessary to understand which recommendations and hypotheses turned out to be correct, which did not bring the expected result and what should be taken into account in the future.
All site analytics can be divided into several levels.
The initial level is the collection of basic statistical data (number of visits, depth of views, time spent on the site, transitions from advertising campaigns, refusals, click maps, scrolling).
Business analytics - calculating and analyzing targeted actions on the site, calls, sales, average receipts. Here we get the answer to the question: how much profit does the site bring and how to increase it.
Analytics based on CLV (customer lifetime value) allows you to determine the value of a customer (profit received from cooperation), identify regular customers and develop strategies for their retention, find out the channels through which they came to the site, and draw up a more detailed portrait of their customers. Such analytics help to better understand the behavior of the audience and the mechanism of making decisions about the purchase (whether the message on the site about free shipping, the section with personal recommendations, etc.). In addition, this data will help you make a profit forecast, reallocate your budget and plan effective advertising campaigns.
Truly good web analytics don't exist in isolation. It is closely related to other systems: advertising systems, accounting systems, CRM, call tracking. To conduct a full business analysis, you need to collect data from all of these systems.