“The goal is to turn data into information, and information into insight.”

Carly Fiorina

Web analytics – monitoring the way users, customers and potential customers interact with your brand online – can be used to tailor user experiences to increase quality traffic, clicks, conversions and sales.

The most benefit from analytics will be to sites that focus primarily on e-commerce or lead generation, enabling businesses to monitor and understand their customers and potential customers, make changes to the site and improve conversion rates. It can be combined with search engine optimisation (SEO), advertising and marketing automation tools and techniques.

However, non e-commerce or lead generation sites also benefit from seeing how their customers interact. Analytics can reveal precisely how every page, call to action (CTA) and element on the site is engaging audiences and where attention is needed. Metrics like dwell time and bounce rate (the percentage of visitors that leave a webpage without taking an action) can provide valuable insights for making improvements to content, keywords, user flow and performance.

Working with us

We can advise you on which metrics to use as KPIs and which services and tools to use for measurement, depending on the particular requirements of your business, your growth strategy and budget.

We will help you analyse and break down your site traffic to enable you to refine your marketing strategy, reduce bounce rate, improve your SEO strategy and refine your conversion goals. We will advise on (and implement) the tracking of on-site events to enable you to hone your customer journeys to support these events.

We can implement or improve your analytics as a standalone service, as part of a design and build project or as part of a full design, build, hosting and maintenance package.

Our approach is client-centric and agile. The process will vary according to the project and your preferences, but the general outline is likely to be as follows:

The process

  • Initial meeting – Establish roles and responsibilities, preferred ways of working.
  • Discovery phase – Explore with you goals and audiences. Request access to accounts. Gather knowledge and supporting data from you. Explore with you in detail project goals and audiences. Together, set success metrics and finalise a project plan. Supply a detailed cost breakdown and a statement of work.
  • (You may have completed the Web design/UX process with us, in which case the Initial meeting and Discovery phase will also have been completed).
  • Set-up phase – Advise on and implement the recommended tools and services to suit your requirements. Configure bespoke reporting dashboards as required, within your CMS and within third-party services, and train internal staff. Add the necessary code for the tracking required.
    (If applicable we integrate the services and tools you require during the Web developmente-commerce or Digital marketing process).
  • Reporting phase – Provide regular reports as required.

Let’s talk!

If you have a project to discuss or if you’d like more information, we’d love to hear from you.