When talking about Web Analytics we touch on all areas of digital marketing. The most profitable actions and investments linked to the Internet for companies go through interpreting information, defining objectives and understanding the behavior of target customers.
For this reason, companies and brands increasingly demand more professional agencies specialized in digital marketing and web analytics that can develop their knowledge in the digitized environment. In this article we explain what web analytics consists of and what its main benefits are.
Before we start, what is web analytics?
We can define web analytics as the digital tool used by marketers to collect and analyze data provided to us by a website. With it we seek to know how users behave, see their activity on the web and find out their behavior and characteristics.
All of the above makes web analytics key to creating a good digital marketing strategy , since decisions will be made based on real data.
So what is web analytics for?
By collecting data and knowing how to interpret it, the results of the website can be improved, whether they are sales, visits, form submissions or the display of relevant information; It depends on the objectives set in the digital marketing strategy. Below we will detail the main benefits of web analytics .
Here we go!
1. Meet the visitors
Thanks to the data provided by web analytics, we can extract data that characterize the users who have visited it, such as sociodemographic data, the device they have used, what pages they have visited, how long they have stayed on our website, and many more important features to get to know our target audience .
With this, we will be able to know the behavior of users on a web page and generate content that interests them in order to retain them. In addition, delving a little deeper, we will discover which medium is more profitable: for example, it may be the case that the user who arrives through Facebook posts is more profitable than the one who reaches us through Google, because they perform more conversions or more valuable conversions. With this information, we can decide to invest more resources in Facebook.
2. Optimize resources
By generating an easily navigable website that adds value to the target audience, either for the products or for the content of the website itself, we will be able to achieve the objectives that we have set in the online marketing plan strategy, whether it is to achieve sales, new users, loyalty, increase the community of our company or any other.
This is a very important point to take into account to improve conversions, discover business opportunities that may have gone unnoticed until now and improve, or eliminate, sections of our website that, based on the data collected by web analytics , they are consuming resources inefficiently.
3. Improve the user experience on the web
By analyzing and getting to know better the users who browse the website , we will be able to refine the design and structure to make it more usable and easily navigable (UX) . In this way, we will make it more attractive, easy to use, with relevant content in each section, etc. In short, we will make the website receive more visits and be able to generate conversions.
4. Optimize investment
By optimizing this digital marketing tool, savings are indirectly favored in future investments . Web analytics allows us to better understand the target audience, how it behaves and how it reaches the website; in this way we can better reach it, which will also benefit the results of the advertising campaigns that are launched to derive traffic in a complementary way, which will increase the results in the short term with less investment in “cost per click” .
5. Improve marketing strategy
With all the above benefits, by achieving a website that creates value for the target audience, it is possible to retain users , improve the brand image and the company’s positioning .
We can even get to know the reason why users do not buy on the web even if we have high traffic; check which of the elements of the page help us achieve our goals and which do not, as well as which points of the marketing strategy have been achieved and which need revision.
6. Improve SEO
Web analytics is an essential part of web positioning (SEO) work . Every day Google takes more into account the usability of websites to offer the best options in its search results: easy navigation, adaptability to different devices, original content, etc. In short, everything that adds value to users.
Therefore, the only way to know if we are doing a good SEO job is to study web analytics .
7. Web analytics tools
The main web analytics tool today is Google Analytics . This tool is linked to the website thanks to a code inserted in the header of the site itself. Once activated, any user who enters will be registered through the famous cookies . Google Analytics allows you to see even the users who are on the web in real time.
Although Google Analytics is the main web analytics tool on the market, there are many other tools that can complement the information left by users when they visit the website.
Some of the most used and that can give you more information about what users do on your site are Hotjar and Google Tag Manager . These tools allow you to obtain more information about the interactions that users carry out on the pages.
8. Web analytics expert
Therefore, if we talk about digital marketing we talk about web analytics . Having an expert, or an expert agency in web analytics and measurement in the online world is essential, mainly for the interpretation of data and drawing conclusions once they have been analyzed.
Having this type of profiles is a very important factor to take into account before making an investment in commercial actions in the digital world.
