I’m pushing an open door saying that a well-designed web strategy is a major asset for businesses that want to thrive. But with the growth of digital + the democratization of webmarketing tools, competition is becoming increasingly fierce …

Decrease in organic reach in favor of
ads on social networks, inflation of costs per clicks of the
paid SEO, your competitors who are becoming more and more seasoned
in natural referencing, Internet users increasingly exposed to messages
commercial … not so easy in 2019 to stand out and be profitable on
Internet.

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I’m not going to reveal a new method to you
which hits hard to get customers in 3 clicks, because I don’t know any.
I would actually like to tell you about a basic approach that will allow you
to gradually improve (and yes, no miracle) the results of your
web strategy: the webanalytics approach.

The 3 (+1) steps of the process
Webanalytics

Webanalytics is a methodical approach performance: we follow stages
predefined, in a given order. I recommend the following process:

Step 0: set up the
data collection on your site

The idea is to collect data concerning
visitors to your site. What data? Those concerning the origin and the behaviour Web users. How to do ? By installing
webanalytics tools on your site, like Google Analytics to name a few
the most known.

Google Analytics will bring you a package
strategic information, some examples:

  • What are the levers
    that bring you the most traffic? The most new
    clients ?
  • What are the campaigns
    and profitable ones? How stuck it is
    ?
  • What are the pages or steps
    keys on your site that make people flee?

Carrying out this initial step requires a
little upstream thinking. It is better to take a few weeks to define
your needs with precision and correctly configure the tools of the first
suddenly, rather than acting in haste and dragging yourself for months
wrong data.

To make sure you get it right from the
at the start, you can request support from an agency or freelance,
and / or train yourself before you start. Once this installation step and
setting done well, you will rarely need to touch it (hence
the title “zero step”), except possibly in the case of modifications
made on the pages of your site.

Step 1: analyze your results

Google Analytics puts mountains of data to
at your disposal, to the point where a non-expert user is quickly found
submerged in the ocean of possibilities. The webanalytics approach consists of
you focus on the essentials.
To analyze only the traffic data that interests you, you
can also use the data-visualization.

Tools like Google Data Studio allow you to
create automatic reports on the results of your web strategy. You
choose only the data that interests you (the famous “indicators
performance keys / KPI ”). Think of a big barrel filled with Lego, in which
you draw the bricks you need to build your scene.

Once these custom reports are in place, you
can be viewed weekly or monthly (actually, at the
frequency of your choice) to dissect your results.

Step 2: conduct tests
comparative

You added a blue “free quote” button
on your home page, but you’re wondering if it wouldn’t be better by
orange.

Again, there are tools that you
allow to carry out this kind of experience: we talk aboutA / B testing. An A / B test consists of showing a version (A) of
your page to some of your visitors (blue button), and another version
(B) to the rest (orange button). The objective? Easily compare the conversion rate of each of your
versions of pages, in order to retain the most efficient.

In my example, if over a month, 20% of
visitors to my home page click the blue button VS 30% for the
orange button, then the orange button is the one that best suits my
business.

As for the tools that allow you to do that,
turn to Google Optimize or A / B Tasty, simple and quick to take
hand. This A / B testing logic that you use for your site, you
can also be used for your acquisition campaigns. For example, on
Google Ads there is an A / B testing feature that allows you (between
others) to test several versions of the same ad simultaneously
advertising.

Step 3: make decisions

In the end, the steps and tools presented
previously share a common goal: to help you take better
decisions for your web strategy.

By dissecting the key indicators of your acquisition levers, you will be able to know
which campaigns, announcements, keywords bring you the best
profitability, and act accordingly. You will know which pages are
your site on which you must conduct A / B tests as a priority, to
avoid continuing to lose visitors.

And once you have acted? You start again.
Webanalytics is a virtuous circle and not a linear path with a
beginning and end. Collect data, analyze it, test stuff,
analyze the results of your tests, and perpetuate the circle.

Recap free tools for
get started in webanalytics

Google
Analytics
: for data collection. It exists
even a demo account with real data to help you
do it by hand: the demo account of the Google Merchandise Store.

Google Tag
Manager
: once you are familiar with
Google Analytics, you’ll want to go further in personalization
of your data. This is where Google Tag Manager (GTM) comes in. It’s about
a tag manager : a
tool certainly a bit technical to take in hand, but which allows
considerably facilitate and speed up all your tracking procedures (including
including social networks, advertisements, etc.).

Google
Data Studio
: much more practical than Google Analytics
for reporting and analyzing key performance indicators. Request
a few days to get started, but difficult to part with once
adopted.

Google
Optimize
: for its simplicity. No need to
web development knowledge to conduct your first A / B tests.

I’m only citing Google’s tools because these are
the ones I use and they’re free. There are of course others:
Table, Tag Commander, Adobe Analytics, A / B Tasty, Hotjar, etc.

The limits of webanalytics

Webanalytics is not the panacea that allows
every hit to triple its results in 2 weeks. Sometimes it takes months
before collecting enough data, and being able to collect it
to “speak”.

Webanalytics, like any oriented discipline
on performance, knows limits:

  • It’s not not the answer to everything. Of course, with webanalytics you will know what your underperforming acquisition campaigns are, but you will also need additional web marketing skills to improve them;
  • There exists a learning period more or less long before mastering the tools. You can considerably reduce this period by training yourself seriously, or by calling on a service provider;
  • The data is not never 100% reliable. Even the multinationals best equipped with webanalytics are experiencing gaps. What matters is not so much the analysis of the exact figures, but rather the evolution from one month to the next.

But despite these limits, the game is worth the effort. If you apply this virtuous approach methodically, you will gradually improve your results.

About the Author :

Vincent Chomier, webanalytics consultant and trainer.

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