Summary of Web Analytics and Conversion Optimization

The trackability of the Internet allows for analysis at every level of an Digital Marketing campaign, which should lead to improved results over time.
 
The foundation of successful analysis and optimisation is to determine campaign and business goals upfront and use these to determine KPIs for that campaign. Analysing metrics which are not indicators of success will detract from timely optimisation.

Web analytics packages come in two flavours: log file analysis and page tagging analysis, although some packages combine both methods.
 
Metrics are either:

• Counts
• Ratios
• KPIs, which are either counts or ratios

Data can be analysed to infer user behaviour and intent, outcomes achieved and user experience. Testing to optimise user experience can demonstrate ways to influence user behaviour so that more successful outcomes are achieved.
 
Testing can be performed via: 

•     Listening labs
•     A/B split testing
•     Multivariate testing
•     One page analytics

 Segmenting the audience allows for analysis and optimising for specific groups of users.