Analyse, act and analyse again. How to get closer to your goals with web analytics

Have you ever hesitated to make a decision in your business in case it wasn't the right one? Uncertainty can become a barrier to the growth of your SME in an ever-changing market. In these situations, web analytics can be your best ally, as it will provide you with solid knowledge that will guide your decisions. 

Web analytics is a process of analysing user data that helps you understand and improve the consumer experience on your SME's website. It offers reports that provide extensive knowledge regarding the segmentation of users, their behaviour in the purchasing process and the performance of the digital marketing actions and advertising campaigns that you are carrying out, among others. 

In order to implement web analytics in your business in an optimal way, you must first select what kind of information is the most useful for your company, in order to establish your KPIs or key performance indicators. These indicators allow you to measure the performance of the work you are doing and how close you are to achieving the goals you have set for yourself. In this way, you will be able to rectify possible mistakes, redirect some actions and identify new opportunities for your SME. 

Gartner explains three main benefits of web analytics in their report 3 Steps to Maximize Web Analytics Value Through Martech Integrations. 

1. Improve data traffic performance. Having your users' data allows you to optimise both your online strategies and the campaigns you carry out, as you have a better understanding of your customers' routines, tastes and preferences. In addition, you can identify which channels are the most effective when it comes to referring consumers to your website, so you can enhance the presence of your SME in them.   

2. Personalise the content you offer to your users. Knowing the content or products that most interest each customer allows you to provide personalised product recommendations and lists. In this way, you will improve the user experience, establish a closer bond with your client and boost customer loyalty. 

3. Detect opportunities. All this information helps you to know the effectiveness of each action, so you can enhance the good and correct any errors that may arise, such as possible usability problems of the website or the placement of products in some sections. You will also be able to discover which segment of your audience is the one that makes the most purchases on your website, so you can focus your communication actions to attract them, thus increasing your sales. 

Web analytics helps you grow and improve your online presence. 

As we have mentioned, introducing web analytics in your SME can help you grow and improve your online presence. It not only helps you to guide your actions, but also to analyse the results, observe the evolution and discover new lines of business. 

Here are three web analytics tools that have received top ratings from users in Gartner's Web and Mobile App Analytics Reviews 2021.  

1. Google Analytics. It is a free web analytics tool that allows you to make the most of the data provided by your website to find out which aspects attract more visitors, the characteristics of users and the conversion rate (number of users who make a purchase), among many others. In addition, you can link it with other Google tools, such as Google Ads, to find out how effective the campaign you have carried out is.  

Another advantage of this tool is that Google offers free online training courses that teach you how to use Google Analytics in a simple way so that you can enjoy all the benefits it provides. 

2. Mixpanel. This tool has a free option, although it also has paid versions that include more functionalities. It provides interactive reports, monitoring of results and a wide segmentation of users, among other advantages. In addition, you can link it to numerous tools to get an overview of the performance of your online business. 

3. Adobe Analytics. This option will provide you with information about users, customers and the marketing actions you are carrying out. It also offers predictive analysis thanks to the automatic learning and artificial intelligence tools it includes. This tool is paid, although it has a free demo so that, before purchasing it, you can find out if it adapts to the needs of your SME. 

Web analytics will allow you to have a continuous knowledge of the actions that take place on your website. In this way, you will be able to observe the evolution of your actions and discover new ways to boost your business. Ready to take the leap?