Web Analytics

John Wanamaker, the father of modern advertising once said, "I know half my marketing budget is wasted, I just don't know which half".

In the world of web analytics this no longer applies however, because web analytics empowers web marketers to identify all marketing sources, good and bad.

Marketing Optimisation

At a macro level web analytics identifies where your visitors are coming from, by country and source, but also which sources drive the best visitors. In website terms the best visitors are those that drive sales orders, sales leads, or a high level of website interaction, e.g. number of 'page views'. Analysis of website activity with these goals in mind, ensures that your web marketing efforts are optimised so that:

  • High performance sources are expanded
  • Potentially high sources are identified
  • Under-performing sources are removed
A screenshot for the Google Analytics interface showing marketing results

Conversion Optimisation

At a micro level web analytics provides insights into visitors' on-site behaviour. By analysing page activity, major visitor paths through the site can be identified. Identifying problem pages and re-working site content to close these visitor leaks can increase your overall website conversion rate. [Conversion rate is the desired website action (enquiry or purchase) divided by the number of visitors to the site].

From a pure search marketing perspective, web analytics provides invaluable keyword information specifically identifying which keywords are driving page views, enquiries and sales. This further facilitates optimisation of pay-per-click advertising among other things.

Key Insights

The key to marketing and conversion optimisation on your site is knowing which data is important. Think Web Marketing specialises in deriving key insights from your web analytics program. We recommend changes based on these insights and as changes are implemented we monitor and measure the effect on traffic quality and conversion rates. It is this integrated approach that leads to sustained website growth.

If you would like to implement web analytics for your site, or would like us to manage an existing web analytics program, please contact us.