Web Analytics Workshop

I presented this one-day workshop last July 2016, for the Swan Volunteer Resource Centre.    The workshop talks about the importance of web analytics, and the use of web analytics in planningthe marketing strategy.

Web Analytics Association defined web analytics (web statistics tracking) as a study of internet data for understanding on how its audience is using a website, and through this usage determine how content is optimised.

Web analytics are critical for many reasons, and the web traffic data is useful in planning marketing strategy; search engine optimisation campaigns as well as website design, mainly targeting the user experience.

Understanding visitors’ behaviour can help improve site performance. A good example of this is the Builders’ Registration Board website. The site traffic log indicates that the majority of visitors are not staying long. The figures suggest that a big percentage of visitors are making a brief visit and leaving only after a few seconds. The average duration of visits is calculated at 180 seconds or 3 minutes per visits – long enough to download a file in portable document format (PDF).

After analysing the log, it was clear that visitors exited at Fees and Services page, after downloading the Owner/Builders Form. It minimises the flow of visitors to Payment Processing and Confirmation Page. As a result, the path was optimised by restructuring the navigation and reducing the number of clicks to the Payment page. The change enables visitors to download the Owner/Builders Form and pay their fee with just one click from the homepage.

Friday, 24 March, 2017. Written by: admin.