Web Analytics

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Web Analytics

Do you know who visits your website, where the visitors come from, what they are looking for and why they leave the site? Web analytics makes these processes visible so that websites can be optimised for them in the next step.

Here it is examined what kind of users visit a WEBSITE and how they behave. With this knowledge there are various possibilities to OPTIMIZE the website, to achieve the goals of websites effectively and to align all online activities effectively. This also provides the opportunity to get to know the users and their target group better and to meet customer requirements as best as possible.

Who does visit your Website?

The first question that arises with WEB ANALYTICS is the question of "who". Who is on my site or where do these visitors come from and how do they come? When a user visits a website, first of all it is determined on the basis of cookies, which are stored without time limit, depending on the user's settings whether this user has been there more than once or whether this is his first visit. In addition, it is possible to determine the technical requirements (such as browser) with which the user surfs the Internet, and the IP address can even be used to identify the region from which the page is accessed.

How do visitors behave on your website?

The next step is to find out how the visitors were able to get to the website. For example, with which search engine was the website found, was the address entered specifically or was it accessed via a link? In this way, the success of paid ONLINE advertising measures, such as banners or the effectiveness of NEWSLETTERS with integrated links, can be monitored.

Which actions can still be analysed?

This provides further important information about the quality of a visit. For example, if the user stays on the website for only a few seconds, this may mean that his expectations do not match the information found. Decisive indicators of quality include the bounce rate, length of stay, depth of visit and the number of returning visitors:

  • The bounce rate indicates how many visitors have already left the website after the first page was called up. Here it is necessary to analyse whether this is conspicuously frequent on a particular page and what the reasons for this could be.
  • The length of stay is of course similar depending on the content of the respective pages. However, if it is particularly high for a payment process in an online shop, this can also indicate that the navigation is difficult to understand.
  • The depth of the visit tells you how many pages have been visited by the visitors and by means of returning visitors and their click paths, the preferred components of a website can be identified. In general, these figures must of course always be considered and interpreted in relation to the individual website. No general statements can be made here.
  • Information about the paths chosen by visitors through the website is also significant. This begins with the entry pages, which do not necessarily have to correspond to the start page, and ends with the exit pages.  Instruments for the time in between are click-path analysis, funnel analysis and website overlay. The click-path analysis tracks the order in which the pages were clicked on and thus the paths taken by the users. The funnel analysis is mainly used when, as in an online shop, a process of several steps has to be passed through. Here it is shown at which point the user stops the process. The website overlay shows how often and where which page was clicked on.  With the help of these various instruments, user-friendliness can be improved, the effectiveness of advertising banners can be checked and the pages can be adapted to the interests of the users. In this way, usability can be optimised, the real interests of the users can be identified and online advertising measures can be implemented in the most effective way.

If you have further questions, we are of course at your disposal.

Eva Rinke

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Eva Rinke

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