Tip:
Highlight text to annotate it
X
Web analytics is reviewing data from a website to know what our users do, how they do it
where they go in our platform and check their behavior.
If you don't measure what they're really doing, you cannot know what you need to change in your site
in order to optimize or improve user experience on your website.
Analytics really is to sell more.
To measure, the first thing we have to do is to define what we want to measure:
the time people spend on your website,
how many products you sell, how long it takes a person to buy a product since they enter your website
These will be the indicators of how your platform is behaving.
These indicators are usually called "KPIs"
Gather all the information and analyze it.
For example, I want to know
why a user is taking a long time to purchase a product.
Maybe, I'm having problems with the payment platform.
What should I do if this is happening?
In the end, it's about optimizing
the time that person spends on the website and make it as fast as possible
until they make a purchase.
And the third thing is to make decisions based on the data we collected and execute those actions.
If, for example, we detect the payment platform is not working or
credit cards fail, we change supplier... or we modify the usability of the site,
or we change the number of steps there are since entering the website until a purchase is made
and so what we really do is to improve the page.
The variables we measure are usually:
Recruitment is the first and it's about seeing where my users are coming from and how many they are.
The second is the Activation and it's about seeing which contents make users stay on the site and continue browsing.
The third variable would be Conversion, where we measure the amount of income we've had,
the amount of sales we've had and, if we do not have sales, the objectives users have accomplished on the website.
And the fourth variable would be Engagement, that is to measure the users that keep coming back to our website,
the ones that come back repeatedly.