The future is the internet. We have been with the same expression for more than 20 years and it seems that it is still very far away. Well, the future has already arrived and has been settled for a long time. The web is already part of the daily management and purchases of millions of people, but it gives the impression that many businesses still do not want to give their arm to twist and move to the digital age, or, in the best of cases, they are content to have a website that is navigable. That is why it is important to have the figure of an advisor in Web Analytics.
Let’s do an exercise in imagination. Can we set up a good restaurant without maître? Or would we watch a film without a director involved? Would we take our children to class knowing that there will be no teacher? All these scenarios are difficult to evoke, but the same does not happen in the digital world. It is not that many companies insist on not having a Web Analyst, it is that in many cases they do not know their functions or may not even know of their existence.
Table of Contents
The main reasons why it is necessary to have a consultant in Web Analytics are:
- It helps us to have a better understanding of the visits and their behavior on the web. We can see where they come from and how they act, observing whether they convert or not, in addition to studying their origin to see where our presence must be enhanced.
- Identify the pages that work best, as well as those that do worse, and also the operation of the downloads. This way we will know which are the most popular contents and their keywords, helping us to offer our users what they want.
- Follow the activity of product launches, promotions and campaigns, helping us to improve and understand them.
- It follows the traffic received towards your different goals,helps the generation of new objectives.
- Provide regular reports and understandable dashboards to other team members, in order to help them improve their work.
- Analyze the performance of keywords,studying their effectiveness for our website.
Functions of a Web Analyst
The main mission of a Web Analytics consultant is to increase the conversion of the site, improve as much as possible the effectiveness of the different campaigns and help raise the quality of the contents of the page, all this always having an eye on the competition. Therefore, you must have advanced knowledge of online marketing, SEM, SEO, Big Data,social networks and programming, apart from understanding the necessary tools and, above all, logic, a lot of logic to link all the information and give results.
For every $10 you invest in web analytics technology, you should invest another $90 in people who know how to analyze that information.
Rule 10/90, Avinash Kaushik.
Some may think that all this could be achieved with the right tools, but according to Avinash’s 10/90 rule, it is better to invest in people who know how to read the tools than in tools themselves. In short, an analyst monitors web traffic statistics and provides suggestions to improve its operation. These statistics provide important information about how it works. Once visitor behavior is understood, decisions can be made with a solid foundation for making use of what is working and improving what is not. This information creates better strategies for campaigns and advertising.
Work path of a Web Analytics advisor
Capture the information:
Through analytical tools, such as Google Analytics or Site Catalyst, the Web Analytics advisor accumulates all the necessary data about the page to be studied. Also, in many occasions you will have to make some implementations on the site. It is a main function of the analyst to choose what tools and methods he will employ and, above all, what he should measure.
Extract the data:
Once you have all the information, it is extracted, processed and reports are made on the web. The web analytics consultant must verify that what is being measured is done correctly. The analyst reviews the KPIs and the analytical strategy, while identifying specific areas for improvement.
Once the data has been collected, it is organized into spreadsheets that make it understandable, and suggestions for improving the website are added. You should monitor the different campaigns and see how they are working. The periodicity of these reports varies widely. Once approved, changes are made to the platform used for web analytics to produce the desired result. Finally, regular follow-up is carried out with clients to review and measure the results of the strategy. Then, the cycle is repeated.