Wikipedia defines web analytics as “the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage.” (Wikipedia, 2016) measuring, collecting and analysing can be possible only when clear goals, events and key performance indicators are well defined from the onset. What are events? What are goals? And what are key performance indicators? The following sections will define and discuss each of those elements while providing three examples of each.
Businesses do not ensure an internet presence just for the sake of creating a web site, they do so for clearly defined reasons. The goal is the raison d’être of the web site. One key factor in defining the goal of the web site is to be very precise
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The subsequent events leading to a goal make up a funnel, the analysis of these events provide key information to businesspeople about the performance of their site and even about the performance of their products or service as a whole. This information will later on enable the business in adjusting the site and their offerings where required. The site of a company that rents vehicle could have the following …show more content…
KPIs are like checking points where business people look to check whether the business is doing well or not. (Creative Commons, 2012) These KPI need to be set from the beginning and should be in accordance with the ultimate goal of the business. One major characteristic of KPIs is that they should be precise and clear, ill-defined KPIs could lead to a disaster, imagine focussing on the body temperature of a patient whereas you should instead be checking her blood pressure the consequences could just be irreparable. The KPIs for a business that rents vehicles could be as follow:
- The conversion rate
- Bounce rate
- Percentage of returning visitors
Goals, events and KPIs are all elements to monitor the progress of a business, all of which should be set with great precision from the onset of the site. Wrong goals, events and KPIs can cause irreparable damage for