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WEB STRATEGY

1.1
SET GOALS
-Identify site goals, set benchmarks, derive KPI's
-Set KPI's, Conversion Funnels, and Segments

1.2
TRAFFIC MONITORING
-Clickstream Data Collection
-Search Analytics and Measuring SEO efforts
-Conversion Tracking
-Form Abandonment

1.3
CAMPAIGN AUDIT
-Banner Ads
-PPC Landing Pages
-Measuring Email
-Multichannel Marketing

1.4
COMPETITIVE INTELLIGENCE
-Prospect profiling
-Data Segmentation
-Industry Aggregate Data
-A/B Testing

Web Analytics & Site Traffic Reporting:
Increasing your Return On Investment

Having a website without web analytics is the equivalent of driving without a speedometer and gas gauge. Only with web analytics can you measure how much you are paying per person to visit your site and how much you are willing to pay to have someone contact you off the internet. Web Analytics measures every conceivable web traffic demographic from visitor time on site, operating system, pages viewed to physical geographic location.

Web Analytics Best Practice

Fundamentals

The primary objective is to understand end-user experience within the framework of the overall site goals and use actionable insights/metrics to measure outcomes against desired results in order to identify “why” or “what” is impeding optimal site performance.

Methodology

Web Analytics has progressed past monthly reports (traffic data, key performance indicators and dashboarding). Need to use Key Insights Analysis in order to listen to and understand end-users. Key insight is gained through click density, task completion, segmentation and scrutinizing campaign results in conjunction with KPI's.

Recommendations

Use Web Analytics to monetize all web site traffic. Compare traffic from search engines against PPC and banner ad - and identify which costs less per visitor and yields higher conversion rates.

Isolate the specific geographic area you are targeting and identify what keywords visitors are using to find your site.

Web Analytics KPI and Traffic Measurement Using Google Analytics

Use the site traffic data you collect through web analytics to optimize site content and keyword visibility to target your ideal client base.