Why is it so important to analyze your website ? What is your main objective when you start to analyze your website’s navigation and conversion data?From my opinion and experience, the main objective is to make better decisions , analyze to better understand what is happening and act accordingly. I will give you some clues for it!list_altIndex of contents
Reactive analysis: analyze my website when something has happened
Predictive analytics: analyze my website to better understand my audience
Useful tools for analyzing your website
In this post I will review the elements that need to be analyzed according to different types of situations, and why it is so important to spend this time analyzing and understanding everything that happens on your mobile number list .Before getting into the casuistry, I would like to introduce the concept of CRO . Conversion Rate Optimization (CRO) is a method that consists of using analytics and user feedback to improve the conversion of a page. CRO means finding out and understanding what users are looking for in order to offer it to them (and thus optimize the conversion).
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Implementing improvements to increase the conversion rate means an increase in results: make the most of the visits that come to the web, blog or landing and turn them into a goal (lead, business opportunity, etc.).Next I am going to tell you what questions we have to ask ourselves or what data we could analyze in different cases, because before acting, we must analyze and understand what is happening . Take note! Betting Email List , throughout the post we will see two main reasons: one reactive and the other proactive. In the first case that I am going to explain to you, we will study the reason why a web page does not go as expected, while, in the second, we will study what can be improved to achieve better objectives. Two points of view that, of course, it is important to keep in mind at all times, since they are situations that can occur even together.Reactive analysis: analyze my website when something has happened
Let’s start with the first case, the reactive analysis. This analysis is usually carried out when we observe that something has happened on the website: a decrease in visits, less user browsing …There are many cases for which to make this analysis looking for the reason for the situation. Faced with them, what is there to look for in each one? What questions do you have to ask yourself to find the reason for this operation on your website?Do you have questions about the ROI of inbound marketing? Access the complete PDF to solve them
The first casuistry that I am going to address is one of the main variables that are always analyzed on a web page: visits . When there is a drop in visits, we have to understand if the drop in traffic is associated with a particular channel: organic, paid, referral, social media …
This first analysis will help us to go deep into investigating the reason for the drop in that specific channel. For example, in the case of visits from Social Media, if we see that they have dropped we will have to see if in previous months visitors have entered through this channel to share a very viral post, if there was any type of promotion, something that gives us clues about what content works best to achieve the goal of attracting visitors to the web …On the other hand, if it comes from the organic channel, a more in-depth analysis should be done, addressing some key points such as:In general terms, it is necessary to observe if it is due to a deposition of keywords (the positioning of my pages in Google) by analyzing the behavior of the keywords that bring us traffic to the web.
Another point to assess is whether it is a more seasonal factor for searches related to the activity sector. For example, the search for fireplaces in summer will go down no matter how well positioned your website is, since the search intention of users during the warmer months of the year is lower with respect to heating options.
We also have to find out if it is a pronounced drop on a specific page , for example, a specific post, or if it is generalized throughout the site. It is possible that you are dependent on a post or page on the traffic to your website and that a drop in it will have a great impact on you.In addition to all of the above, one should also look at whether the decrease in visits comes from the market in which we are operating or if it is due to other markets. For example, think that the market you are targeting is Spain, and, analyzing, you see that your organic traffic has dropped from another country. A priori, this will not have the same importance as if the decrease comes from Spain, since it is not the main market you are targeting.
Finally, all this must always be contextualized with the Google algorithm , since its changes can affect the positioning of the web page as a whole. You have to understand what changes can occur in order to act accordingly.
Drop in record collection
If you have the case of a drop in leads, you have to find out at what point in the funnel this drop in results occurred. It can be given on the landing page or article in question (since fewer visits have arrived), or in the CTA with a drop in CTR, but in this case in the conversion of the form.
Faced with this, what questions should be asked?% conversion vs number of visits . Imagine that the conversion rate is maintained but there are many fewer visits, so there are fewer leads and we will have to work on improving the number of visits.
What channel and what page? Analyze in which channel these logs capture drops are taking place or in which pages to analyze each one of them separately.
Alignment with the ebook? You have a big increase in visits but there are no downloads of your ebook. Have you ever considered that maybe the content of the post or the landing page is not in line with the ebook or resource you are offering? It is important that both are related to get better results.
Call to Action CTR . If the CTR of the CTA drops, you will have to do tests optimizing image and / or copy.
Landing page conversion . The same happens when the conversion on the landing page is not what is expected. Here you will also have to work copy, image and even the form, since it should not be very long. The offer on the landing must be clear, not create confusion and be aligned with everything that is offered, that is, it must guarantee a good user experience.
Generalized or centralized drop in an element . Another point to study is to see if the drop in leads comes from a specific element, for example, an ebook, or if, on the contrary, it comes from all the resources and ebooks that you are offering.
Decrease in the quality of the records
Another case that you can observe is that the volume of your acquisition has not decreased, but you have noticed a decrease in the quality of these leads. For this you can answer three clear questions:
Where do these leads come from? It is important to know the origin of these records, since perhaps they come from an article that is far from our product, so the user’s interest in our service or product will not be very high and, therefore, the quality of this lead will less.
What profile do the captured leads have? Which qualitative characteristic is the one that has been most affected? It is necessary to analyze what profile of leads we are capturing: profession, country, age … This can help us to see what type of content is best suited to each segment and, therefore, we will be able to better focus the following content, so that Capture leads from the target audience segment that we want to capture.
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, since the way of acting will be very different.
[Free PDF] Differences and advantages of generating your own records compared to buying databases
Fall in the capture of commercial opportunities
If what you have noticed is a drop in SQL, there are three points to check:
What channel or what campaign? As is customary, you will have to analyze the channel or campaign that is not reporting good data. It is not the same that the decline comes from Social Media than from the commercial offer of referral.
Generalized or centralized decline in the decline of a specific campaign.
Conversion . At this point, you have to check if the decrease in conversion is due to a decrease in the quality of the leads.
Drop in customer acquisition
We have reached one of the last stages of the funnel, and you may notice a drop in customer acquisition. In this case, the first thing to do is see where this drop is, that is, at what point in the funnel it occurs.
For example, the drop in conversion from SQLs to closing? Or does it come from an earlier stage of the funnel? Is it marked by the commercial process that is being carried out? Or is it that the expectations are not correct? Perhaps it is one of the most interesting points to analyze, since the importance of closing clients is crucial for the future of the company.
All these types of a posteriori analysis will help you act accordingly and make the best decision based on the data obtained in order to remedy and reverse what is not working as expected.
Predictive analytics: analyze my website to better understand my audience
The second case that I mentioned at the beginning of the post is to act and analyze before the cases described above happen. This predictive analysis is done with the aim of knowing your customers better and offering them the best possible experience on your website to get them to go through all the stages of the purchase process.
To do this predictive analysis and use analytics to your advantage, what points should you keep in mind? To begin, you can prepare a battery of questions that include, among others, the following points:
Where do they sail?
What are the pages that generate the most traffic?
How do they interact on my website?
What are the vanishing points?
Can they do what they were looking for?
Why do concepts land on my 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 my page slow?
Does it look good on mobile? I mean, is it a “responsive” page?
These questions (and any other that you consider relevant) will allow you to optimize the content of your website in order to offer a better experience. If we understand how they move and what motivates them to get information on the website, we can personalize the relationship with the user and add even more value.
Useful tools for analyzing your website
Once we have seen everything you can (and should) know about your website and user behavior, it is normal for you to wonder how to get all this data that I have been commenting on.
Well, there are many tools that can help you with your analytical task. From my experience, I would recommend these four. Take aim!
Search Console is usually the ideal tool to contrast more technical issues and see how visitors actually arrive on the website. This, perhaps, is the most interesting, because you can see what has been the concept that has been put in Google, how many impressions it has had and how many clicks it has generated.
In this way you can optimize your content based on these searches and improve the CTR of the page, since you can add date and city filtering to get more localized data.
In addition, you will find other data of interest such as, for example, through which pages or devices they arrive, the average CTR, the average position in Google, the total clicks or impressions, as well as possible indexing errors, which, without this tool, you couldn’t know.
Search console analyze web visits
Have you ever wondered how users navigate within your website? See where they click, where the cursor is pointing, the vanishing points through which the web is left…. all this information can be known thanks to heat maps. Use them!
Ahref, Moz and Semrush
These three tools are a clear example of how to analyze your organic traffic well. The three coincide in doing a keyword analysis (evolution of the number of keywords positioned according to the position in Google), changes over time, which keywords are and according to which market.
But they not only stay in the analysis of keywords, but also offer other interesting information to work on SEO, such as the Domain Authority, the inbound links that point to the web and the referring domains. In short, they focus on the analysis of the organic channel and the reach of the website through this channel.
analyze website visits