How to leverage your data with powerful Webanalytics tools?

04 Feb, 2023

1 min

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According to Forbes, 95% of businesses said that managing unstructured data is a problem for their business. This is not a surprise since most data we generate is unstructured. How can web analytics help you solve this issue? What do web analytics do for your business? Which web analytics software should you use? 

“Leveraging your data”, they said? Yes, it is so important to make good use of your data so that you can plan your campaigns and optimize your marketing strategies. 

Defining web analytics will be a good start. Then, you will be guided through the different Web analytics tools we use so that you can clearly understand how they could help you. Let’s dive in together in this dedicated article.

What is Web Analytics?

Web analytics is a generic term that regroups the collection, analysis and reporting of website data. Web analytics is not a complex concept. Behind this term, you find practical software that your business most certainly already uses. In concrete terms, Web Analytics offers you a bigger picture of your business performance (users’ behavior on your website, bounce rate, new daily visitors on your web pages, customer’ preferences…). 

When you have a website, there are many indicators worth tracking, such as the number of daily visitors on your website, the number of pages they visit, the length of time they spend on it… Having those indications helps you enhance the UX of your pages, tailor their web experience to their needs, and even more.

Data & Web Analysis:
A winning combination to boost your business

You may wonder what Web Analytics can do for you? The answer is straightforward. This set of tools can help you almost at every step of your business. Whether you want to find figures to go along with your KPIs or analyze your website performance to make enhancements, you can use them. 

Whenever website data is involved, you should be tempted to get those tools out of your toolbox. But, what is the direct link between Web Analytics and data? Most of the time, web analytics tools work with “tags” or “cookies” that collect data on your webpage.

Disclaimer: if you want to know more about how to use tags wisely, please read our article How can a Tag Management System help you collect your users data?

How to use Web Analytics tools?

Now that you have a more clear idea of how web analytics tools work, you may want to know how can Web Analytics help you optimize your marketing campaigns.

A culture of measurement

First things first, those tools are mainly softwares that help you with measurement, and this is always the base of further enhancements. For instance, web analytics tools can track your: 

  • Online traffic. Thus, you can determine how many people visit your website, which pages are the most visited, when people are more interested in visiting your pages...

  • Bounce rate. It is not only essential to track the customers who spend time on your web pages, you should also take care of those who were unsatisfied with what they found. The bounce rate gives you insights into the percentage of people who leave your website without consulting any page.

But why does it matter? First, it will help you optimize your marketing campaigns. If you know the likelihood that some customers will purchase a product, you can personalize your pages to fit his expectations. 

Use your web analytics tool for retargeting your campaigns. Perhaps, your products are selling more in the USA than in Europe or more to people between 16-25 yo than 35-45 yo; well, in both cases, you can use that information to make enhancements. Then, it can also be helpful as you can make changes to your ad campaigns according to the results of your tracking metrics. 

Stop wasting money on web pages that don’t convert much.

A matter of continuous improvement

Let us recall the process you follow while using web analytics tools. First, you set goals. Then you collect data, process it and analyze it. You can develop a new marketing strategy or enhance your ads and website performance thanks to your analysis. In concrete terms, 

  • It helps you continually retarget your audience and thus, reach the customers that are more likely to be interested in your activity

  • You can collect data thanks to those tools which offer you the opportunity to run A/B testings and compare the performance of both strategies. 

You can boost your business goals with the precious metrics they provide, whether in terms of efficiency or profitability.

4 powerful web analytics tools
that we use at Better & Stronger

Disclaimer: this is only an overview of the well-known tools, but don’t get us wrong, there are many others on the market.

1. Google Analytics

Google Analytics is one of the most famous web analytics tools and probably one of the best. This Google free tool offers you the possibility to track some interesting metrics. For instance, you can access data on your visitors’ demographics and the channels they use to reach you. But, you can also track customer behavior: how long they stay on a specific page of your website, bounce rate, first and last page they visit… Know the customer so that you can offer him what he wants.

google-analytics-view

2. Google Tag Manager

Google Tag Manager is another free tool managed by Google. It provides precious insights that can thus be processed on Google Analytics. Concretely, it stores and manages your third-party code.

3. Adobe Analytics

Adobe Analytics is free tool, contrary to the two previous tools we presented to you. But still, this is an interesting tool that provides you with real-time reports on your audience's behavior.

4. Hotjar

Hotjar is a web analytics tool that offers you clear insights into your visitors’ behavior. Thanks to Hotjar, you can learn both from analyzing your user's journey on your website and their feedback, which will help you plan further enhancement of your website. This tool stands out from its competitors as it provides information like no others: CTA’s attractiveness, taps and clicks comparison, layout restructuring based on visitor’s experience… 

5 key takeaways about the use
of Web Analytics tools

 You should try to introduce these analytics tools in your marketing strategy as: 

  1. You get clear insights into your users’ behavior on your web pages.
  2. You gain some precious metrics that you would not be able to track on your own.
  3. You can thus modify your website accordingly.
  4. You can retarget your campaigns gradually.
  5. You gain autonomy and do not have to call upon a DEV to track your data.

Why won’t you jump in? If you want some backup, don’t hesitate to call upon our agency.

By Emma Jeanpierre

23 Feb, 2022