At a Web analytics A website and its ranking are analyzed using special tools to identify strengths and weaknesses, in order to make improvements based on this analysis.
The usual goal here is to improve search engine rankings or the time customers spend on the website and their conversion rate.
Web analytics involves examining, on the one hand, the position of the website in relation to specific criteria. keywords in various search engines such as GoogleYahoo!, Bing & Co. appears.
In addition, the density of industry-relevant search terms in the website's texts and meta tags is also checked.
A design analysis of the website is also carried out.
Often, the design and content of a website are the reason why customers click away just a few seconds after accessing it and do not proceed to make a purchase.
The website is therefore tested for user-friendliness, compatibility with different devices, screen resolutions and browsers, the so-called responsive design, as well as so-called call-to-actions.
It's clear: nothing works without web analytics.
Because running off without any reference point might mean ending up in nothing.
Therefore, a web analysis should be carried out before any changes are made to websites, because this makes the goals clear and measurable, and your actions have the greatest impact.
First, the goals must be defined: what should be achieved with the website?
How dependent is the company on its online presence? Which online marketing strategy should be pursued?
Based on the goals, the website can be built and optimized, resulting in good results in search engine marketing (SEM) and evaluation using web analytics.
To find out how the target group behaves on your own website, which Landingpages There are various analysis tools that can shed light on how users are approached and from which websites they find their way to your site.
Based on the results of the analysis, the website can be adjusted accordingly to optimize the company website and attract more customers.
The data basis of the analysis consists of various variables which, taken together, reflect a good picture of usage.
The individual variables include the codes for each page and the recording of user clicks.
This includes Ajax content and clicks on downloaded documents and forms.
The collected data can be analyzed in terms of their absolute numbers and relative trends.
The data also makes it possible to analyze and evaluate the online behavior of website visitors with regard to seasonal, weekly and daily fluctuations.
The visibility index is a calculated value based on the ranking position and the search volume.
The ranking position is the position of individual pages for specific keywords in search engines like Google & Co.
Search volume is the number of searches for a specific keyword. Depending on the analytics tool, search volume can be displayed as average monthly values.
The sessions, meaning the individual visits to the website, are counted. The number of sessions varies considerably depending on the industry and can also fluctuate significantly seasonally.
The average time spent on a website indicates whether the content is appealing. If this metric is high for many visitors, it suggests that internet users have found what they were looking for.
The percentage of new sessions is the percentage of those who are visiting a page "for the first time". A new session is counted when at least 30 minutes have passed since the last visit, when midnight has passed, or when the page is accessed from different devices.
The bounce rate is the measurement of the number of website visitors who immediately leave a particular page without having viewed any other pages on the website.
The conversion rate shows the number of website visitors who, at the end of their visit, complete a purchase. Webshop They have purchased a product, submitted a contact request, or accessed information. This number can be used to measure the efficiency of the website.
The click-through rate indicates how often, on average, advertising banners were clicked.
This category includes comments, likes, and shares on social media. The higher the number of these, the stronger the interactivity and activity of a particular page.
Based on the results of the analysis of the tools and data variables, the website can be adjusted accordingly. This can take the form of changes to the page structure, replacing content and pages that are not attracting attention, and adapting marketing strategies.
Web analytics should be conducted both at the outset and continuously to increase visibility on the World Wide Web and build brand awareness. Based on the results of web analytics, optimized search engine marketing can be implemented.
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