"Half the money I spend on advertising is wasted; the trouble is, I don't know which half" - John Wanamaker (father of modern advertising)
In web-based business, can we answer the questions like, "Do we really know whether our efforts (time, energy, money) is produced the best result for us, or not?"
Or questions like, "how to improve the performance of our website? Which part to improve?"
Web analytics is the answer of that. But getting valuable insights from data in web analytics is not easy. However, there are methods and guidelines you can follow to make sense of what is happening with your customers, your web product, and your marketing effort.
At this presentation, I'm sharing the basic of web analytics:
- Why is it important?
- How is the efficient way to do that? I share 5-steps digital measurement model by Avinash Kaushik.
- What we need to have in ourselves?
This is the slide deck I presented at Growth Hacking Asia - Indonesia event, on September 3rd, 2015 in Jakarta.
#1 Why web analytics is important?
1. Know our product/web performance
Does our call to action clear for visitors, does our offering makes visitor convert to customer, which button they click when they’re at our site, what type of content that create the most engagement, etc
2. Understand our users
Business is also about serving our customers. How can we serve them if we don't know anything about them?
With web analytics, we can understand how old are they, how'd they come to our website, where are their location, what technology they use to access our site, what are their interests, etc.
3. Measure how result of marketing spending
How to bring customers to our business? Marketing effort, indeed.
With web analytics, we'll know what is the result & ROI of each of our marketing channel, how much the user acquisition cost, which channel convert the most, etc.
#2 How is the correct way to do web analytics?
1. Make the business objective clear. Why we are here?
2. Define the website goal that will support the business objective. What we expect to get from our website?
3. Define the KPI that will measure the successfulness of our website goal. Finally, here we talk about data & metrics.
4. Define the target (in number) for each KPI. Compare our performance metrics at the step 3 to this target to know whether our website is doing good or not.
5. Finally, define how we segment/breakdown the data. It's very important step that missed out by majority of us. It'll help us very much to see exactly which part we need to be optimized, because at web analytics, we don’t analyse aggregated or total data. We see data at the breakdown/segmented level.
#3 What we need to have in ourselves to be successful in utilizing web analytics?
2. Love to ask WHY, as well as WHY NOT? It’s the curiosity and critical thinking that matters.
3. Easily identify any pattern or anomalies at data,