As mentioned, data analysis is mainly based on monitoring user behavior and the trends of marketing campaigns. But all this must always be done as a function of time: to discover and know trends and trends, it is necessary to observe the data in different time periods, and therefore have a dynamic view of the data.
It is useless to know that “… 10% of this month’s web traffic has been converted …”. Is it a good or bad result, high or low? On the other hand, if “… 10% more users converted this month than last month …”, that’s a welcome change (a “trend”).
Example of objectives, goals and KPIs for an online news site:Objective 1: Increase the number of readers and the level of interestGoal 2: Increase the time visitors spend on the siteGoal: minimum time spent by visitors on the site (e.g. 3 minutes)
KPIs: duration of the visit (seconds), average time spent on the website (seconds), percentage of returning visitors (whole number)Data analysisIn order to test the success of your web marketing initiatives, you need to remember the Conversion Optimization TAO:
A number is just a number, until you can interpret it: it will have to tell you how your users interact with your website or with your digital campaign.Even if an analysis tools will never be able to provide you with 100% accurate results, it is essential to analyze the trends and changes that occur over time to really understand the performance of your website.
Key elements to analyze:
Analyze behavioral data (Behavior) to understand the intentions of visitors. Try to find out why they visit your website. User behavior can explain a lot of their intentions and needs. By looking at the referring URLs and search terms
(keywords) used to land on your site, you can find out a lot about the problems that visitors expect to solve. Check that the users you “need” arrive: carry out a careful SEO analysis to find out with which keywords your website is better positioned.
Analyze Outcomes Metrics: Are visitors completing the goals you’ve defined on your site? At the end of the day, do you want users who visit your site to perform a specific action (purchase, conversion, registration, …)? The analysis of objectives and KPIs indicates where there is room for improvement.
Check if your website meets users’ goals and expectations, and if they match yours. Constantly integrate content that solves the problems of your ideal customers (content marketing).Other important data explain the user experience to us. What are the user behavior patterns? How can we influence them in order to achieve our goals
To determine the factors affecting the user experience, it is necessary to test and determine the “patterns of behavior” followed by the user.Understanding how users behave on your website will allow you to understand how this behavior can be influenced to improve your results.
The importance of segmentation
Each visitor is different, but they certainly have similar characteristics to other users, and for this reason they can be placed in a homogeneous group to analyze the metrics (and here you can see an application in contextual marketing). This, in a nutshell, is segmentation. For example, Google Analytics segments visitors into different types, including:
First-time visitors – Who visits your website for the first time.How is the click path of a first-time visitor to your site different from that of a returning visitor? Which parts of the site are most important to first-time visitors (measure of page views)?Referrals – Where does the visitor come from?
Users who come to your site via search engines, or those who type the URL directly or anyone who comes from a link in an online news article … they behave differently.
In addition to conversion rates, click path and exit pages are also important metrics to consider. Can you do anything to improve your users’ experience?