When facing the analysis of a website, several questions arise: What should be measured? Where do we need to start? How is it going to be faced? But the most important thing is to determine which tool to choose. It is well known that web analysis is practically everything: its elaboration aims to quantify the success of a website and discover how its usability, design, architecture can be optimized… all the elements that will make the website even more successful in the future.
Table of Contents
Web Analytics: Beyond Google Analytics
That is why the importance of a good report. Web analytics is not just Google Analytics or Piwik, or Omniture or Urchin. There are many tools that complement each other to obtain the best results and get the most out of the studies. Just as “driving” is not the exclusive use of the steering wheel or “cooking” is not simply placing a pan on the fire, web analytics is not a tool, it is the set of several, and the use made of them will depend on the success and quality of a report.
Web analytics can help answer a long list of questions about a website, its visitors, its marketing… with very profound impact. The best result that an analyst can get in turn is not simply to improve the website, since the most important part of this work is to see how the work done becomes a reality and gives results. That’s why it’s also important to have tools that measure this.
Just as there is no perfect ingredient for cooking or the ultimate color when painting a picture, there is no tool that meets all the requirements to be the ideal in the world of web analytics. Nor is there a group that makes up a “top”, since each study is different and must be adjusted to the needs of each website and its analysis. As has been said a lot on several occasions, not all analytics is Google Analytics.
Other very useful tools for web analytics:
Clicky
This versatile tool offers real-time web analysis. In addition, it has great features such as tracking individual users with the option to attach personalized data, such as email address or name. You can also analyze the complete history and all your activities.
In many cases, it is the tool to which users migrate from Google Analytics, mainly because of the speed at which information is received in real time in Clicky. In addition, it offers the option to see the exact number of visitors to a website and each page, showing the details of those users. This can be seen in a corner in the browser, where the number of visitors at that time is observed, as well as how many users there are on the specific page that the analyst is visiting at that time. Clicky also provides value-added information such as market shares of browsers, operating systems, search engines, etc.
This free tool also features an accurate heat map that provides a quick color-filled and immediately understandable visualization of how users are interacting with the page and how they are using it. In addition, it has a mobile application with which to maintain control over traffic regardless of the place.
Woopra
Another very easy-to-use tool that offers real-time analysis and integrated CRM analysis. With Woopra,you can study live data and statistics at the moment, and includes the ability to chat at that same moment with a user who is visiting the website.
It also anonymously tracks users of the website and mobile applications from the first contact with the page. The tool can be adapted to different types of companies depending on the account that is contracted, since it is designed to adapt to each business,being easy to configure the way in which the information is displayed in order to see at a glance the necessary data.
With Woopra you can individually track each user and thus build an integral profile. In addition, it synchronizes all visitor data, not only from the website or applications, but also from other touchpoints such as email, live chat and real-time support, so it offers a complete view of the user. This way you can build dynamic segments of visitors that are updated in real time as changes are made in their behavior.
The tool allows you to see the trajectory of a single visitor within a live website, offering an anonymous user tracking until they are identified. One of its most attractive points is the possibility of contacting users at the moment through a chat window. In addition, it has a Funnel where it is observed at the moment in which part of the site users leave it and thus offer measures to avoid it.
The Woopra dashboard is clean and sleek, including geographic heatmaps for easy viewing. The tool is easily integrated with many other applications such as Salesforce to get more out of its features.
Crazy Egg
This tool has a very careful interface design and a very affordable price that is paid only once. It is ideal for beginners and small and medium-sized businesses, offering all the standard features of web analytics tools, such as visits, references, searches, pages, browsers…
One of the unique features it offers is the “Bird feeder“, which shows the patterns provided by subscriptions, as well as clicks on individual items provided by subscriptions.
Mint keeps track of aggregate visitors, finding out where they come from and what web pages they visit on the website, but, if you want to track browsers, screen size or the like, it must be done through add-on. It also provides real-time information and accurate metrics. Its flexible dashboard provides valuable insights into visits, referrers, unique popular pages, and searches on a website.
Kissmetrics
Kissmetrics offers a great system for getting to know visitors. It allows you to track users through their movement on different web pages, even for small businesses. It’s perfect for marketers, as its specialty is maintaining the user’s identity through the entire conversion funnel, so ROI can be calculated for each acquisition channel.
This tool analyzes information from multiple channels in a single interface, focusing primarily on visitor data rather than general statistics. With Kissmetrics you go beyond tracking the people who visit a site, as it elaborates all the standard traffic measurements, allowing you to know how many people arrive at a website and how they behave. But it goes a step further by identifying and analyzing why visitors leave or don’t complete the key steps that could lead to a conversion.
It also indicates what type of visitors are most likely to become customers, in order to know in which segments a greater effort should be made to promote the growth of the website.
