The web analytics , also known as traffic analysis or web control, used to analyze and improve the efficiency and success of websites long term. In this section, information on user behavior is recorded, evaluated, and key performance indicators (known as KPIs) are created. This data is analyzed to plan the appropriate measures that must be carried out to improve development and achieve the established objective.
The KPIs ( Key Performance Indicators ) are key performance
indicators and compared to relevant values of the sector in which it operates.
They are studied in reasonable periods of time to be able to observe the
changes in the trend, and not as isolated daily values. However, it is recommended
to analyze these data in regular shorter periods of time to be able to estimate
in advance the results that will be obtained at the end of the period and
organize the corresponding strategy in the case in which they are not positive.
Some of the main KPIs are:
Number of visits
This is an important piece of information that can be
obtained with web analytics and corresponds to the number of visitors, or
traffic that the website receives. For example, the impact of an advertising
campaign can be analyzed not only with the increase in sales but also with an
increase in traffic in the online store.
Visit time
Apart from the number of visits, it is also possible to
analyze the behavior of the visitors. The time, or duration, of the visit can
also be obtained through web analytics and is an indicator that provides
information on user satisfaction and experience . This value is very useful to
carry out changes and adjustments in the friendly version of the URL.
Navigation path
The weak points of the website can also be found by
analyzing the information obtained through the different pages. The user's
journey and the clicks they make can be recorded and analyzed, and even
influenced with corresponding measurements and adjustments.
Page Value
The Page Value (in Spanish: page value) is an indicator of
the value that an individual page has with respect to the actions that can be
carried out through said page. These actions can be an order, a conversion, or
a lead creation.
Visitor classification
For users of online stores , web analytics classify these
visitors based on their purchase interest. Most visitors will leave the website
without completing their purchase. The reason could be that new customers may
not feel completely confident about the trust that the new site or product
generates.
You can also view the number of users who add a product to
the shopping cart, regardless of whether they complete it or not. If interested
customers make the purchase frequently, it speaks of clientele.
Objectives of web analytics
In web analytics , a lot of data is calculated and analyzed.
Each value represents an incentive to improve an action. Therefore it is very
important that the website owner prioritizes their goals correctly. In this way
you can carry out strategic planning and establish the appropriate measures.