No order without analysis
Anyone who commissions projects to increase demand for and awareness of their website (using display or AdWords advertising, search engine optimization, etc.) without first analyzing visitor behavior on the site is wasting their money.
Tens of thousands or even hundreds of thousands of francs are invested to bring visitors to the website. If the desired result is not achieved because the information on the website or its structure does not appeal to visitors, the money is lost. This could have been prevented by analyzing website usage in advance.
An analysis of visitor behavior reveals weaknesses that need to be eliminated before the campaign is launched and also provides important information about the users of the offers and therefore the target group. In particular, unknown needs and functional problems of the website are uncovered and insights into the quality of information and the attractiveness of the offers are gained.
The data for the analysis is provided by tools such as Google Analytics or WebTrends. The prerequisite for meaningful data is the configuration of these tools with a view to the individual online marketing objectives. This requires an experienced web analytics specialist who knows what can be measured and how.
Experience plays an important role in the interpretation of web analytics data. To avoid making incorrect judgments, it is essential to understand how the data is collected. For example, Google Analytics displays the visit time as zero if a visitor only views one page. Converting a page or deactivating a campaign due to such a misinterpretation would be tragic.
While the evaluations of online marketing media (AdWords, display networks, Facebook, etc.) usually end after the reference to the website, web analytics, if configured correctly, documents the origin of visitors and the interaction of the media in the decision-making and purchasing process. The performance of the individual media must not be viewed in isolation. Neglecting this analysis can lead to serious misjudgments, as the consumer comes to the website several times and via different channels during the decision-making and purchasing process.
Removing even the biggest stumbling blocks on the website can significantly increase the conversion rates of a campaign and therefore its ROI. Without analysis, these stumbling blocks remain undetected, which means that a lot of money is wasted on large and small campaigns today and in the future. Imre Sinka
