It is important, especially if you receive visits from users within the European Union, that you also check that you comply with the law regarding information privacy. You must comply with the regulations regarding cookies and data collection . This issue is of vital importance to avoid financial and legal sanctions, so consult with a specialist about the legal issues that affect your website, since, depending on the use you are going to give it (sales, lead capture, remarketing...), you will have to apply one regulation or another.
Doing tests
In many of these areas, there won't be an absolute truth about what is most effective or what works best for your page's objective. To do this, I recommend doing tests or A/B tests varying only one element and seeing which of the options has the best results. Especially for copywriting and CRO topics.
To do this, it is best to use a tool that allows you to show one option to half of the users and the other to the other half. Some CMS, such as HubSpot, allow you to do this, or WordPress plugins. There are also several platforms outside of CMS that do this. There is even one from Google ( Google Optimize ) that is integrated with Google Analytics.
But if not, you can also do it manually and in a more rudimentary way, even if the data is not as reliable, by directly changing some element of your page and seeing if the results improve.
When to do a web analysis
You may be wondering when you should analyze all the points seen above. There are several cases in which to carry out this analysis. On the one hand, you should consider all the questions mentioned above when you start and are going to build your website. But, if you already have a track record with it, when should you do it?
We can perform two types of analysis: predictive analysis, where we study what can be improved to achieve better objectives, and reactive analysis, where we study the reason why a website does not work as expected; although, of course, these are situations that can even occur together. Let's look at them.
Predictive analytics: analyzing my website to better understand my audience
Analysing all of the points we have seen above is a predictive web analytics, since it involves acting and analysing before a website does not perform as expected; studying what can be improved to achieve better objectives. But predictive analysis would also include analysing the website with the aim of getting to know your customers better.
To do this you can ask yourself the following questions:
Where do they sail?
Which pages generate the most traffic?
How do they interact with my website?
What are the vanishing points?
Do they manage to do what they were looking for?
Why do people come to my website?
Which searches attract the most visits?
What are the potential barriers to conversion (points of confusion, clear offer, relevance to context, etc.)?
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 provide even more value.
Reactive analysis: analyzing my website when something has happened
On the other hand, we also find reactive analysis. This analysis is usually south africa numbers carried out when we observe that something has happened on the website: a decrease in visits, less user navigation, etc.
There are many cases in which this analysis is necessary to find the reason for the situation. Faced with these, what should you look for in each one? What questions do you have to ask yourself to find the reason for this behavior on your website or even your digital marketing strategy?
- Drop in traffic
The first case study I am going to address is one of the main variables that are always analyzed on a website: visits . When there is a decrease in the number of visitors, 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 into depth and investigate 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 come through this channel to share a very viral post, if there was some kind of promotion, something that gives us clues about what content works best to achieve the objective of attracting visits to the website...