Web Analytics: Analyzing Website Data

• Analytics means taking data, summarizing it, tabulating it, and drawing conclusions to make sense of the data
• Questioning data, identifying decreases, increases, and stagnation, then asking why, is important
• Organizing everything, especially data, helps to study it by using tables, charts, and graphs
• The lesson focuses on familiarizing users with web analytics, specifically looking at websites
• Social media is a huge asset; social media analytics will be discussed in the next class
• Website analytics is essential with many terminologies
• Checking data daily is practiced to look at the number of visitors and orders, people who left without ordering must be tracked each day to fix errors immediately

Web Analytics

• Collecting, processing, reporting, and analyzing website data will help improve the website experience by tracking:
  • the number of website visits
  • orders
  • the main numbers to track daily
• Web analytics refines marketing campaigns, unlike traditional marketing (TV, radio, newspapers)
• The benefit of digital marketing is anytime there is a need to stop, refine, or make refinements on the marketing ads
• Website visitor demographic are important to understand
• Web analytics gives flexibilities with digital marketing, not just place ads and close the laptop, but need to be obsessed with data
• Google Analytics reveals a lot of information: age, gender, and location

Optimizing Websites

• Ensure the products matches the audience
• It is essential to fine tune advertising targeting and audiences
• One of the main advantages of web analytics is that at any time ads can be added, stop or refine marketing campaigns
• Obsess about the website and identify:
  • how many people add products to cart
  • how many people go to the next stage
• Fix errors immediately as e-commerce is a live thing
• Ecommerce is a live thing and the online shop cannot be closed like the computer
• Simple forms are needed, so the customers do not lose interest
• A test order should be place to realize what the customer is experiencing
• If there are not enough options to pay then the user will drop off in the payment stage
• Try to inspire people with beautiful pictures, especially when there is money to spend

Customer Journey

• Some customer steps:
  • add to cart
  • enter shipping details
  • payment section
• Analyze conversions and fix immediately to ensure high conversions
• When people drop off in these steps, that's called a data point
• It is important to know the following:
  • Why are people not completing the order?
  • Is it the big shipping fee?
  • Analyze where are users dropping off
  • Analyze conversions
• When you add to a website, you have to see if they are adding what, for example, "begin checkout out"
• If it loading too slow or if you are not using old fonts then users are not buying
• There are 22 headings called on page CEO, off page, SCO which helps to maintain SEO checklist
• To Pure keyword activity get someone that will improve the SEO website
• It take 6 months to improve the SEO check the SEO to know where exactly stand
• A referral source gives credibility which makes users to visit your website
• If one website is acting as referral so it giving referral to another website
• First list of the key performance indicator monitor
• 8-% of the traffic in the mobile so develop the mobile version then the desktop
• The audit checks for a brand
• Google Analytics collects so much information that you would be interested to know, so do that audit for the brands

Indicators

• Check the following:
  • How many people add products to CART
  • How many people go to the next stage