There is no doubt that every small or big business is now using web analytics to understand the behavior of the visitors on their websites. With more and more free software available online, businesses that do not want to hire external analysts are also starting their journey towards a better and more efficient online platform that offers a rich customer experience.
However, many times, business owners and webmasters fail to use these analytical tools to their full potential, not because they do not want to, but because they do not know how to do that. To make sure that all the data generated and features offered by a tool are leveraged in the best way possible, analysts should keep in mind that small difference in behavior and thinking can lead to a big change in results.
The following are the Top 10 Web Analyst tips that mark the difference between an average and fairly conducted procedure, and one that really captures the essence of web analytics.
1. Nothing beats clear web analytics objectives
The entire process of analyzing and scrutinizing the performance of a website takes shape and meaning once the objectives for the process are clearly defined. With ill-defined objectives and goals, even the best web analyst will not be able to provide remedies to increase performance.
2. Web analytics has evolved into a very vast field
It has a far-reaching scope that addresses problems facing a website that do not end with increased traffic or better performance. Therefore, an advance tip for webmasters is to decide on the scope of the analysis they want to conduct. Beginning with a very narrow approach and later extrapolating it to include more variables than decided previously, can introduce anomalies and errors.
3. Identifying stakeholders in the analysis process is also important
An analyst hardly ever works alone. He has to join hands with many other stakeholders and partners to make sure that the online presence of a website is reaping rewards and paying off every cent spent to operate it. Naturally, each of these stakeholders will also have demands, objectives and criteria of their own as well. Keeping it all tied together is crucial.
4. Task division is also something a webmaster should be able to do
Many efficient analysts prefer to do all the work on their own. However, it is important to understand that web analysis is a systematic procedure that should follow a chain of command. An analyst has a team of people among whom, he can distribute tasks and assign responsibilities. Getting this right is crucial so that every individual takes responsibility for each step of the process.
5. Similar to responsibilities, reporting also has to be very clear and definite
A streamlined reporting procedure lets the analyst and the business owner point out problem areas efficiently, without spending too much time hovering over the confusions. Even though webmasters are not required to report on a daily basis, knowing who to report to, and what to report, can ease out a lot of tension.
6. Web analytic services are not free, but a business works on a budget
Hence, an essential tip for webmasters is to set out a budget for the analysis. The resources required to carry out an in-depth analysis of a website should be conveyed to the decision makers of a business so that there are no discrepancies later on.
7. When setting Key Performance Indicators, take the business representatives on board
Key Performance Indicators should be decided by keeping in mind requirements of both, analytics and the business in general. Since these indicators should point towards the overall growth of the business and the improvement of its website in particular, taking consent from the business owner is a must.
8. Avoid generalizing
Even if most metrics yield the same result for a lot of businesses in the same industry, using the same strategies for all is not a sensible decision, and certainly not why a business invests in web analytics. Unique circumstances and situations are part of every analysis. Therefore, you should avoid shortcuts.
9. Think beyond the set parameters
Analytic tools and software are an analyst’s playing field. An analyst can choose to restrict the work or take it far and wide, beyond the limits set by conventional web-based analytic tools. This can be done by using multiple tools and metrics, all of which are relevant to the website being tested. One example of thinking beyond the basics is to use a combination of qualitative and quantitative assessment tools and questions.
Even though the metrics generate absolute statistics, an analyst can increase the reliability of web analysis by questioning customers and visitors about the performance of a website or what more they would like to see on it. Remember, anything and everything can be done to increase those conversion rates.
10. Regularly maintain the website
As discussed previously, analytics is an ongoing procedure, not a onetime exercise. Even when a website is up and running in its new form, it needs regular monitoring and maintenance so that the entire process is worthwhile in the long run.
Using these tips, a webmaster or a professional analyst can take the web analytics process a couple notches higher. Adding an element of sophistication to this process can make a huge difference to the way it is implemented. These tips make it possible for web analysts to think out of the box when developing creative strategies to attract visitors to a client’s website.
After all, if all statistics and strategies for two similar websites are the same, it is the element of creativity that makes all the difference.