Web Analytics :- key to e-coMMerce BusineSS

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics provides information about the number of visitors to a website and the number of page views.

Importance of Web Analytics
We need Web Analytics to assess the success rate of a website and its associated business. Web analytics used to
  • Assess web content problems so that they can be rectified
  • Have a clear perspective of website trends
  • Monitor web traffic and user flow
  • Demonstrate goals acquisition
  • Figure out potential keywords
  • Identify segments for improvement
  • Find out referring sources

Google Analytics

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google Analytics is now the most widely used web analytics service on the Internet. Google Analytics is offered also in two additional versions: the subscription-based Google Analytics 360, previously Google Analytics Premium, targeted at enterprise users, and Google Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android Apps.

Google analytics helps you to track and measure visitors, traffic sources, goals, conversion, and other metrics (as shown in the above image). It basically generates reports on −
  • Audience Analysis: As the name suggests, audience analysis gives you an overview of the audience who visit your site along with their session history, page-views, bounce rate, etc.
  • Acquisition Analysis: Acquisition means ‘to acquire.’ Acquisition analysis is carried out to find out the sources from where your web traffic originates. Using acquisition analysis, you can Capture traffic from all channels, particular source/medium, and from referrals and also Trace traffic from AdWords (paid search).
  • Behavior Analysis: Behavior analysis monitors users’ activities on a website.
  • Conversion Analysis: Conversion is a transaction by a user on your website. For example, download, checkout, buy, etc. To track conversions in analytics, you need to define a goal and set a URL that is traceable.

KISSmetrics

KISSmetrics is a powerful web analytics tool that delivers key insights and user interaction on your website. It defines a clear picture of users’ activities on your website and collects acquisition data of every visitor.
KISSmetrics helps you identify the following −
  • Cart size
  • Landing page conversion rate
  • Customer activity on your portal
  • Customer bounce points
  • Cart abandoned products
  • Customer occurrence before making a purchase
  • Customer lifetime value, etc.
Best Features of KISSmetrics
  • Ability to track effective marketing channels.
  • Figure out how much time a user takes to convert.
  • Determine a degree of which user was engaged with your site.
  • A convenient dashboard. You do not need to run around searching for figures.
  • Installation
  • Just sign-up for an account and customize accordingly.
Tracking
Add a java snippet under tag of the source code of your website.

Event Setting
By default, KISSmetrics sets two events for you − visited site and search engine hit. To add more events, click on new event, add an attribute and record an event name.

Setting up Metrics
Click on create a new metric. Select your metric type from the list. Give metric name, description, and event. Save metric.

Measures

You need to find a few key metrics for your business. You have a website and it has a tracking code in it.

Audience

Pageviews − Pageviews is the number of views of a page. Multiple pageviews are possible in a single session. If pageviews is improved, it will directly influence AdSense revenue and average time on website.

Bounce rate − Bounce rate reflects the percentage of visitors returning back only after visiting one page of your website. It helps you to know how many visitors do so. If the bounce rate of a website increases, its webmaster should be worried.

Pages per session − Pages/session is the number of pages surfed in a single session. For example, a user landed on your website and surfed 3 pages, then the website pages/session is 3.

Demographic information − Demographic data shows Age and Gender. With the help of Demographic Info, you can find the percentage of Male/Female visitors coming to your website. Analyzing the ratio of this data, you can make a strategy according to genders. Age group data help you find what percentage of age group visiting your website. So, you can make a strategy for highest percentage of age group visitors.

Devices − This data shows the devices info. In devices info, you can easily find how many percentage of visitors come from mobile, how many come from desktop, how many come from tablets, etc. If mobile traffic is high, then you need to make your website responsive.

Acquisition

Traffic sources − In the acquisition, you have to check all your sources of the traffic. Major sources of the traffic are −

Organic traffic is the traffic coming through all search engines (Google, Yahoo, Bing....)

Social traffic is the traffic coming through all social media platforms (like − Facebook, Twitter, Google+, ...)

Referral traffic is the traffic coming through where your website is linked.

Direct traffic is the traffic coming directly to your website. For example, typing the url of your website, clicking on the link of your website given in emails, etc.

Traffic Sources

Source/Medium − This metrics gives you an idea of the sources from where you are getting traffic (Google, Yahoo, Bing, Direct, Facebook...).

Site Content

Landing pages − Landing pages are the pages where the visitors land first (normally, home pages of the websites are the landing pages). With the help of this metrics, you can find the top pages of the website. Using this metrics, you can analyze how many pages are getting 50% or more traffic of the website. So, you can easily find which type of content is working for you. Further, based on this analysis, you can plan the next content strategy.

Site speed − Site speed is the metrics used for checking page timing (average page load time). Using this metrics, you can find which page is taking more time to load, how many pages have high load time, etc.

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Location: Mumbai, Maharashtra, India

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