Semalt Expert Answers Why Website Analytics Is Essential To The Growth Of Your Business
To enable you to have a better understanding of this query, we will subdivide it into sub-questions namely:
- What is your main goal when you start analyzing your website's navigation and conversion data?
- Why is it so important to analyze your customers' websites?
Next, we will introduce you to the right tool, capable of analyzing and revealing all the problems related to your sites in record time. For this reason, we invite you to follow with attention all the different points that will be discussed in the subject.
What is the purpose of website analysis?
In our opinion and experience in the field, the main objective of website analysis is to make better decisions. It also allows you to analyze and better understand what is going on and to act accordingly. We will give you some clues for that!
Reactive analysis: analyze my website when something has happened
Let's start with the first case which is the reactive analysis. This analysis is usually performed when we notice that something has happened on the site. It can be for example a decrease in visits or less navigation of the users.
There are many cases in which this analysis must be performed to find the reason for a situation. So, let's see some of the reasons that can push you to resort to an analysis.
Drop in traffic
The first factor that we are going to address, is one of the main variables always analyzed on a web page: visits. When there is a drop in visits, you should try to find out if the drop in traffic is associated with a particular channel. For example, an organic channel, payment, SEO or social networks.
This first analysis will help us to further investigate the reason for the drop in this specific channel. Indeed, in the case of visits from social media, if we see that they have dropped, we need to check if, in the previous months, visitors entered via this channel.
Then, we have to see if they enter to share a viral publication or a type of promotion. In fact, this is something that gives us clues about the content that works best to achieve the goal of attracting visitors to the web.
Drop in the record collection
If you are in the case of a drop in leads, you need to know at what point in the funnel this drop in results occurred. It can be given on the landing page or the article in question (as fewer visits have arrived). However, you can determine it in the CTA with a drop in CTR, but specifically in the case of the form conversion.
Percentage of conversion to the number of visits
Imagine that the conversion rate is maintained, but that there are far fewer visitors. In this case, we would say that there are fewer leads and therefore we will have to work to improve the number of visits.
Which channel and which page?
Analyze the channel or the pages where these decreases have occurred. This action will allow you to analyze each of them separately.
Alignment with the e-book?
You have a large increase in visits, but there are no downloads of your e-book. Have you ever thought that maybe the content of the article or landing page is not aligned with the e-book or resource you are offering? The two must be linked for the best results.
Call to Action CTR
If the CTA's CTR is dropping, you'll need to do some image optimization testing and/or a general Site Audit to identify the problem.
Conversion of the landing page
In this case, you should know that problems can arise when the conversion of the landing page is not what is expected. Thus, you will also need to work on the copy, image and even the form, as this should not be very long.
The offer on the landing should be clear, not confusing and aligned with everything else on offer. In other words, the offer should ensure a good user experience.
Generalized or centralized item deposit
Another point to consider is whether the drop-off in leads is coming from a specific element. For example, an e-book, or if, on the contrary, it comes from all the resources you offer on the website.
Decrease in quality of records
Another case you may observe is that your acquisition volume has not decreased, but you have noticed a decrease in the quality of these leads. For this, you can answer three clear questions:
- Where are these leads coming from? It's important to know where these records are coming from, as they may be coming from an item far away from your service / product. In reality, this factor can make the user's interest in your service or product not to be very high. Therefore, the quality of the leads will be less.
- What profile do the captured prospects have? Which qualitative characteristic is the most affected one? It is necessary to analyze which profile of leads we capture: profession, country, age. This can help you to see what type of content is best suited to each segment. Then you can better target the following elements (profession, country, age) to capture the target audience you want.
- In which campaign has the quality decreased? In this aspect, you will have to see if the quality has dropped in all your campaigns or only in a specific resource. Because the way you act at each stage of the campaign will be very different.
Falling into business opportunity capture
If you've noticed a drop in SQL (Structured Query Language), there are three important things to check:
Which channel or campaign? As usual, you'll need to analyze which channel or campaign is not reporting good data. This is not the same as if the drop is coming from social media or commercial SEO.
Conversion: At this point, you need to check if the decrease in conversion is due to a decrease in lead quality.
Decrease in customer acquisition
You have reached one of the last stages of the funnel and you may have noticed a drop in customer acquisition. In this case, the first thing to do is to see where this drop is, i.e. at what point in the funnel it occurs. For this fact, you need to ask yourself the following questions:
- Does the drop in SQL conversion come from the closing of the funnel? Does it come from an earlier stage of the funnel?
- Is it impacted by the current sales process?
- Are the expectations not correct?
This is perhaps one of the most interesting points to analyze, as the importance of customer acquisition is crucial to the future of the business.
All these types of post-analysis will help you to act accordingly and make the best decision based on the data obtained to remedy and reverse what is not working as expected.
Let's now address the second facet of the importance of websites.
Predictive analysis: analyze my website to better understand my audience
The first case we mentioned at the beginning of the article is to act and analyze before the cases described above occur. This predictive analysis is done to better understand your users and to offer them the best possible web experience. This way, you can take them through all the steps of the buying process.
To perform this predictive analysis and use the analysis to your advantage, what points should you keep in mind? To start, you can prepare a set of questions that includes, but is not limited to, the following:
- Which pages generate the most traffic?
- How do users interact on websites?
- Where do they navigate?
- What are the leakage points?
- Can they do what they were looking for?
- Why did the concepts land on the website?
- What searches attract the most visits?
- What are the possible barriers to conversion (points of confusion, clear offer, relevance to context, etc.)?
- Is the loading time optimal or is the page slow?
- Does it look good on mobile? In other words, is it a "responsive" page?
These are some of the questions you'll face in predictive analytics. But do you know the right tool that can help you address all these questions in record time? If you don't know it yet, then let's discover it in the following.
The right tool to analyze your website in no time
To carry out website analysis, the questions you have to face are huge. Thus, with your only knowledge, it is certain that you will not get great results. For that, you necessarily need artificial knowledge, that is to say, a very powerful analysis tool to reduce your tasks.
The experts at Semalt have had this in mind and that's why they have created a state-of-the-art tool that can analyze and reveal all the problems related to your websites in just one click. You can't wait to know the name of this famous tool, can you?
This tool is called SEO Dedicated Dashboard. Thanks to its ability to handle various tasks at once, it has become the most powerful tool on the market, given the inability of the old tools. In fact, it is the most recommended tool by SEO experts. Besides, many SEO providers testify to its efficiency and speed in processing information. Here are customer testimonials from various backgrounds about the SEO Dashboard.
Apart from its analysis function, it has several other features that make it "the" all-in-one tool. Here is an overview of the tool's features that will also be very useful for you:
SEO-technical audit
This function of the tool, allows you to provide SERP data. For example, keywords that are in the TOP, the best pages and competitors. Also, you can perform with this tool: web page analysis, page speed analysis and control of the uniqueness of your content.
White label
Here, you will be entitled to your own domain name. Then, all the tasks you will have to accomplish with the tool will be in your name. You can also add the following elements:
- Logo
- Contact information
- Physical address on Google Maps
Report Center
The Report Center of the SEO Dedicated Dashboard actually allows you to download all your reports in PDF and CSV formats. These reports can also be marked with your badge.
Localization
The SEO Dedicated Dashboard is available in over 15 interface languages to choose from. You can make a request in case you do not understand any of the 15 languages.
Conclusion
These questions (and any others you deem relevant) will allow you to optimize the content of your website in order to bring better satisfaction to your customers. To do this effectively, you must look at the most powerful tool on the market today - SEO Dashboard.