Analytics… Who?

Oftentimes, business owners and shareholders feel that they need a website for their business. The thing is they want full control of the design process without a thorough understanding of user interface/user experience (UI/UX). They have an idea of what they want the website to look like, and nothing else matters beyond that.

Now, what are we talking about here? Web analytics and why it’s essential to make CEOs and shareholders understand the importance of web analytics. There is science and research that goes into web analytics along with tools and platforms that assist with conducting website optimization. CEOs and shareholders should understand that analytics should answer almost all the questions you may have about your website, and knowing the answers to these questions should also come with website change recommendations.

Web analytics can provide you with website visitors’ data. Web analytics will identify what users are doing on your website, and with this information, you can make changes to the website to increase traffic and conversion rates. For example, let’s say you have an e-commerce website, and the analytics shows you that people are getting all the way to the checkout page of your website, but you are not converting like you know it should. The website optimization report, which is created with the information gained using various web analytics platforms like Google Analytics and Adobe Analytics will explain that your checkout page has issues and that it is making people leave or bounce from your checkout page.

Once changes have been implemented from the website optimization report, you will start to see your conversion rate increase from the recommendations in the report. Still, you may have to have an example of a website optimization report with the before and after analytics report so that they can see how much a website increases the page views and or conversion rate.

Once CEOs and shareholders realize how vital web analytics is, you will become one of the most critical aspects of the team.

References:

Levine, B. (2018, August 14). Forrester Wave report on web analytics: Adobe, AT Internet score top rank. Retrieved November 24, 2019, from https://martechtoday.com/forrester-wave-report-web-analytics-adobe-internet-score-top-rank-206849.