Web Analysis Paper

At first glance, the words Web Analytics can sound like a complicated process, but luckily this is not the case. It is actually something very important to the running of a successful online business. The definition of web analytics is simply analyzing the actions of website users. Web analytics encompasses everything from click patterns on a business’s website, conversion rates, and the newest technology of heat mapping to see where exactly customers are spending the most time clicking around the site. One may wonder, “Why would any of this matter to my business?”. The answer is to improve not only sales, but also customer relations. Customers will not want to continue using a company’s website if it is not user friendly and visually appealing.

Goals are extremely important to set up, in order to accurately measure what it is you are trying to achieve through web analytic analysis. Perhaps a company that is selling shoes (for the purpose of this paper I will use a company named Aldo) wants to triple their online sales rates by 20% within the next year. This would be a very specific and measurable goal that would be assisted through analytics. Another goal that can be established by through this type of analysis (and is similar to a sales goal) is to set a goal of doubling their conversion rate of customers from 20% last year to 40% this year (UX Booth 2016). Lastly, a measurable goal for this shoe company is to increase customer retention by at least 30%. While a company like Aldo is already well established, creating new goals will help with customer retention while at the same time make the company more appealing to new customers. By studying the stores web analytics, the goal of tripling online sales by 20% can be achieved by looking at what price point customers seem the most comfortable paying. For example, the website has a tab titled “New Arrivals” featuring boots priced around $260.00-$220.00, men’s and women’s loafers for about $65.00-$90.00, and high

While Aldo may want higher conversion rates, they need to question how to get to that goal. Improving the companies search engine optimization can be one key factor that leads them one step closer to their goal of 40% conversion. Another KPI would be as mentioned in events, the amount of customers viewing the content provided on the webpage. The higher amount of views for your company’s videos should translate into higher purchase rates (this is also helping achieve goals set). Lastly, tracking how long customers stay on your company’s website is important to your sales numbers. If it appears that people spend more than 15 minutes perusing around, then your page must be doing something correct. Alternately, if it shows on your analytics update that customers are only on the website for a few minutes, this is something that will need to be addressed (Szotos 2011). The company will need to look at their graphics as well as what is being featured on the homepage to make it a more eye catching