If you don’t track your website, you know nothing about your website. Not only performance in Google Analytics is important, but also to monitor how visitors spend their time on your web pages, how and what they click on. Why settle for just Google Analytics? Get the most out of your analyses.
Why do you need advanced website analytics?
Google Analytics answers the question as to how many people visit the website and how long they spent on it. Well-set analytic tools can do much more. They tell you for instance where users look on a website or why they don’t click on a particular button. They can tell you what ranking the website has in natural searches, and allow you to check and administer your link profile simply.
A whole range of tools that you need are free, all you have to do is to set the correct parameters. At AITOM we can help you set analytic tool parameters.
What and how is it possible to measure?
Clickmap and scrollmap
For tracking, we use the Monkey Tracker tool. A tracking code must be inserted into the page code. Then you can find out what places your users your users click on a page and how much they scroll. It is quite possible that people don’t buy from you because the conversion button is positioned too low and the user simply doesn’t get that far. For instance, less than 20 % of visitors to aitom.cz scroll down to the bottom of the page.
Google Analytics and advanced functions
Google Analytics can do much more than just measure visitor rates. Did you know it can assess why a user fails to complete a purchase? It can also filter users into segments, according what to stage of the shopping process they leave the website. The module that can do this is called Enhanced Ecommerce.
Google Search Console
Formerly this tool was called Web Master Tools. The tool is able to follow web page errors (e.g. Error 404), it follows the number of indexed pages, and can analyse meta description.
An essential part of page analysis is quality analysis of keywords. We conduct this analysis in any case as part of SEO audit, PPC audit and the initial study. Keyword analysis tells you what word combinations your customers use in searches, so that you can focus on those words in your marketing.
A quality link profile is fundamental for every online marketing strategy. Of course, following all links is very time-consuming. Ahrefs is a tool that monitors your link profile for you. It shows you what is of benefit to you, which link you have and can administrate your links at anytime to suit your goals.
SmartsUppSmartsUpp is a Czech tool. First and foremost it is live chat with customers. But it can also record user behaviour. It allocates each user with a number and monitors his movements around your website; this allows you to see where the customer stopped, what he read avidly and what he fled from.
It is also important to perform regular improvement tests in the form of an A/B test. Set up two versions of your website in its CMS and set Google Analytics to experiment. You then deliver the 1st and the second version alternately to Google, then you monitor the results. At AITOM, for instance, we measured whether orange or green conversion buttons work better.
How does it work in practice?
We check whether you have all parameters of your analytic tools set correctly, recommend you further tools that could come in useful. We then evaluate the data and make a recommendation of your next course of action.
Step 1: Approaches and settings
First we advise you on how to approach the analytic tools that you are using and check their settings. According to the aim of your website, we will recommend you further tools that might suit you.
We place analytic tools on your pages or arrange for their placement with your coders. And then we start monitoring what happens on your website.
Step 2: Evaluation
Once a certain time elapses, we evaluate the data. Sometimes a month is enough, and sometimes we have to wait 3 months for relevant results. It depends on how many people visit your website. We need to work with a representative sample, the size of which varies from field to field.
We then evaluate the collected data for you and recommend the direction to take your website forwards, what to adapt and change according to user behaviour. Evaluate in the context not only of different tools, but also of seasonality, extraordinary advertising campaigns etc./p>
Step 3: Continual monitoring
We will teach you how to use analytic tools, so you can monitor everything yourselves, or else we can continue monitoring goings on and report back the results to you.