The main methods of web analytics include

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High-quality analytics cannot exist autonomously. It closely interacts with other systems: advertising, accounting (1C), CRM, call tracking. A full-scale and in-depth business analysis is possible only after collecting data from all of the listed systems.



analysis of website traffic (evaluate traffic in terms of quality, the number of unique users, their activity, and determine the reasons for the surge and decline in traffic);

target audience analysis (working with demographic and geographic information about users, studying their interests, devices and operating systems they use);

usability analysis (examination of click physicians email list and scroll maps, pages with the maximum number of views, user routes on the site);

analysis of technical deficiencies (search for errors during transitions, reasons for low loading speed, identification of duplicate pages, etc.).

traffic source analysis (search for the most effective channels for attracting visitors to the site, study of keywords, pages opened by users, assessment of the rationality of budget distribution for advertising campaigns);

e-commerce analysis (study of transaction volume, most popular products, website actions, leads, calls, average check, sales cycle, income);

competitor analysis (research of search phrases that drive traffic to the web resource of competitor companies, traffic sources, assessment of its volume, benchmarking (comparison with competitors' hit products and global trends)).

The web analysis scheme is multi-stage:

the goals and objectives of the site are defined;

KPI is set;

information is being collected;

the obtained data is analyzed;

Recommendations are developed: what needs to be changed.

Web Analysis Scheme

Next, changes are made and a retrospective is conducted. It is important to find out:

which of the hypotheses and recommendations were confirmed and produced results;

what conclusions turned out to be incorrect and did not meet expectations;

what should be taken into account in the future.

What web analytics tools are most commonly used?
Many people immediately ask whether it is necessary to install these tools. The answer is clear - yes. You will find this functionality useful, even if you look at it very rarely. You can install web analytics and forget about it - it will not cost anything, almost all systems are free. But when you need to analyze the site (and this will happen very quickly), you will be fully armed.