Introduction To Web Analytics And Kpis Key Performance Indicators

Introduction To Web Analytics And Kpis Key Performance Indicators



There was a​ time not too long ago when it​ was cool to​ have a​ web site. You didn’t have to​ worry about issues such as​ usability, conversion, and​ flow because the​ web was not as​ competitive as​ it​ is​ today. if​ you had a​ website that looked nice, you were in​ business. Let’s face it​ even if​ you had an​ ugly site you were still in​ business. if​ you got business from the​ site nice if​ not you were happy too. in​ the​ beginning most people didn’t really believe they could make money on their website.

Today the​ web offers huge opportunities for​ business to​ grow and​ increase their revenue. Hence, the​ web has become fiercely competitive market place. in​ such competitive environment, you have to​ know what works and​ what doesn’t. Without measuring KPIs (Key Performance Indicators) you are not giving your company a​ chance to​ understand your business.

Measuring performance of​ traditional marketing such as​ magazine or​ post card mailer advertising is​ very difficult. We can say it​ worked or​ it​ failed based on sales, but we don’t know the​ details such as​ what part of​ the​ ad was effective. How often people looked at​ the​ ad and​ for​ how long?

With web analytics, we can get a​ greater understanding of​ where and​ how effectively we spend our advertising dollars. Web analytics plays a​ strategic role in​ measuring success and​ alerting companies to​ vulnerabilities within their online environments. the​ value of​ web analytics solutions is​ not in​ their ability to​ collect data, but to​ measure customer behavior that provides a​ basis for​ replicating success or​ driving change.

Among companies that utilize analytics in​ this way, 75 percent increased new visitors to​ their sites, 78 percent improved average visit duration and​ 65 percent improved returning visitors. Eighty-three percent increased page views per visit, 68 percent improved conversion rates and​ 64 percent improved the​ number of​ visits per existing customer.

The value of​ analytics is​ not just in​ the​ measurement of​ the​ data but also in​ the​ ability to​ act on the​ results. KPIs should drive action. Every KPI we measure should correspond to​ action. Creating an​ effective web analytics strategy requires more thought than money.

Digital marketing is​ impossible without KPIs. Without KPIs, you are spending on marketing because it​ feels good. With proper metrics, you spend money because it​ makes sense.

Web analytics is​ easy according to​ every company that sells web analytics solutions. Visit their websites and​ they’ll tell you loud and​ clear that web analytics is​ a​ walk in​ the​ park. Web analytics is​ not easy.

KPIs have to​ be part of​ your strategy. it​ is​ not an​ isolated project within a​ company. Web analytics should be part of​ your business analytics efforts. Just like you measure your sales and​ your revenue, you should measure your web KPIs.

KPIs should be more about people and​ strategy than technology. Many marketers shy away from web analytics because it​ sounds like something an​ engineer would enjoy doing. Web analytics is​ about measuring consumer behavior. Web analytics is​ one of​ the​ most effective tools to​ grow your business.

Web analytics is​ turning raw data into actionable items. Many marketers build their own marketing programs based on information about other companies’ marketing history. Don’t make that mistake. What works for​ them is​ not necessarily going to​ work for​ your organization. General market research studies provide you general information when you need information specific to​ your business. Web analytics is​ the​ tool for​ that.




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