Breakdown of the Digital Analytics service
Digital Analytics Consulting should be focused on knowing what is happening on your website, in order to make decisions for its improvement. We conceive it as a cyclical process where data is first collected, processed, and analyzed, then decisions are made that help improve various aspects such as:
- Understanding the behavior of users visiting your site.
- Finding the factors that satisfy users in the online experience on your website.
- Encouraging user actions to achieve micro-objectives and facilitate the path towards your business’s macro-objective.
- Reducing traffic acquisition costs, optimizing conversion funnels, increasing online sales.
- Measuring, and thereby being able to strengthen Marketing efforts, both online and offline.
- Finding new business opportunities and untapped market niches or those with poor attention from the company.
All this developed over a specific period of time, after which the process begins again.
You already have your website, but you don’t know how to interpret the visit data and think you are losing business opportunities?
Do you want to increase traffic to your website, maximize conversions, and retain your visitors?
Do you want to identify possible programming or performance errors that could be harming your sales?
Do you want to measure the performance of your online campaigns and your natural positioning in Google?
Contact us for Digital Analytics Consulting Services
We define milestones over time, some shorter (for example, weekly) in which we deliver partial reports on statistical behavior and the most important metrics. And another monthly or quarterly milestone, in which – with sufficient statistical accumulated data – we propose optimization strategies.
Understandable Statistical Reports
The main objective of digital web analytics consulting is to improve your website and your marketing strategy to achieve your business objectives. You need to understand the numbers, what is working and what is not, and if something is not working, you need to know how it should be optimized.
Many clients who entrust their web analytics to agencies sometimes do not understand the reports; they read statistical results and trends that do not really help in decision-making. We believe – and we do so – that the data shown should help decide the optimization strategy.
Measurement of Custom Campaigns in Analytics
Due to their immediacy and reach, Internet advertising campaigns are one of the most effective means to reach your target audience. In a very short time, your potential client gets a link that redirects them directly to the campaign’s landing page.
In addition, it has an advantage that traditional campaigns do not have; we can measure its impact to the millimeter, using Analytics Campaign reports.
With Google Analytics we can measure the volume and evolution over time of traffic acquisition channels. By default, it will show us organic searches, PPC searches on both the Search Network and Banners (Display Network), through AdWords and Social Networks.
However, if we want to launch custom campaigns, whose purpose is, for example, the promotion of your products by season (Christmas, sales), or use other means such as e-Mail Marketing, Banners on third-party websites, etc., Analytics allows us, through special URL tagging, to measure the performance of said campaigns.
Qualitative and Competitor Analysis
The metrics and dimensions collected in Google Analytics show us what is happening on the web. But we must go a step further, and know “why” certain behaviors happen, through qualitative digital analytics consulting.
For example, knowing how to identify why users do not complete the conversion funnel – they do not finish making the purchase -, why a landing page has an abnormally high bounce rate, or why there is no interaction in a video or in a blog comment form.
As part of our analysis of your statistical data, we advise you to detect these problems from a qualitative point of view and draw conclusions.
Conversion Optimization
Digital analytics makes no sense without a prior definition of conversion goals. Whether they are micro-conversions or macro-conversions, it is essential to measure them, isolate the metrics that directly affect each one to be able to optimize them.
We will establish the conversion tracking that gives the optimal results according to the profile of your website:
- If you have a content website, such as a media outlet, we will seek to measure what is necessary to increase interaction and engagement.
- If you have an e-commerce store, we will optimize to increase sales.
- If your site is for help or online support, we will seek for your customers to get an optimal response in the shortest possible time.
- If you seek to enhance your brand, we will take loyalty into account.
Traffic Segmentation and Analysis
The data collected by Google Analytics seen in absolute terms allow us to know global trends, such as the number of visits in a period of time, among others, but to find abrupt variations or deviations in specific behavior, it is necessary to put this data in context, define under what circumstance and user typology they are collected.
By segmenting the data into subsets, we can know if the cause is a seasonal event, a traffic acquisition channel, a type of access device, a geographical area or a technical problem with the server or market trends.
Advanced Tagging with Tag Manager and Interaction Tracking
If you still have the old Google Analytics tracking code, we help you migrate to the new Google Tag Manager system, with which we can better track the interaction, visits, and conversions that users make on your website. The advantages are unquestionable, these are some:
- Independence from developers: You will only need them one last time, to insert the GTM container. From there, all modifications, versions, insertion of conversion tags, migration to Universal Analytics, testing, etc. can be done from the Tag Manager interface.
- Speed: The changes are immediate, there are no delays from the development team that delay the launch of campaigns. In addition, the new Tag Manager code does not affect the loading speed of your website.
- Testing and debugging options: you can see in preview mode if the inserted tags work well, before publishing them.
- Version control: Every time a change is published, a new version is created. If at any time you need to go back to a previous version, it can be done easily. This functionality is also useful when it comes to keeping tags organized and correcting problems in any of them.
Reduction of Bounce Rates and other Negative Metrics
The bounce rate on your website (percentage of single-page visits) is a negative metric and should be reduced as much as possible through adjustments in conversion optimization.
In our digital analytics consulting, we include the analysis of your site’s bounce rate according to your website profile. We analyze what factors influence the negative results, specifically:
- We eliminate keywords and marketing channels that are sending low-quality traffic, or…
- We redirect said traffic to a more optimized landing page.
- Using Google Tag Manager, we insert virtual pages or track events for content based on Ajax or embedded YouTube videos.
- We promote those words that mean conversion opportunities.
- We add elements to the web to influence user interaction, such as subscription forms, call-to-action buttons, related content at the end of each blog article, etc.
We advise you on creating more attractive, shorter content.