Utilizing web analytics in website development process
Qvickström, Joni (2016)
Qvickström, Joni
2016
Kuvaus
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This Thesis will study the utilization of web analytics data in a website development process as a case study. This study will be done for a digital marketing and service agency undergoing a website development process for their client operating on logistics and property investment industry. The case will be studying the client’s website and the data provided by Google Analytics. At first the thesis will sink into the core of web analytics and data collection for web analytics tools. Then, mainly focusing on the Google Analytics, data analysis and measurement possibilities are presented for the collected information. Web analytics data utilization in website development process to improve online presence will be studied to find unity between webpage development process and web analytics data.
The study analyses website’s Google Analytics data between October 2014 and January 2016. The goal for this case study is to provide results that give insight to possibilities, problems, state of current methods and metrics to follow after website release. Figures will be based on Google Analytics tools’ data combined with REAN analysis, click-path analysis, competitive research, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) possibilities, and testing opportunities.
Web analytics data analysis shows that the website is having trouble reaching customers that are not using the company’s brand as a reach method. Organic and paid searches are struggling with industry related keywords and not able to provide relevant traffic for the website. The irrelevancy of traffic coming from paid sources and referral links can be seen in a relatively high bounce rate and shorter time spent on the website. Main goal to provide conversions requires large number of measures to ensure more relevant traffic and efforts to drive customers towards conversion functions. The solutions to these issues are related to SEO and SEM operations, which should be backed up with testing to provide additional insight towards finding the optimal solutions for website performance.
The study analyses website’s Google Analytics data between October 2014 and January 2016. The goal for this case study is to provide results that give insight to possibilities, problems, state of current methods and metrics to follow after website release. Figures will be based on Google Analytics tools’ data combined with REAN analysis, click-path analysis, competitive research, Search Engine Optimization (SEO) and Search Engine Marketing (SEM) possibilities, and testing opportunities.
Web analytics data analysis shows that the website is having trouble reaching customers that are not using the company’s brand as a reach method. Organic and paid searches are struggling with industry related keywords and not able to provide relevant traffic for the website. The irrelevancy of traffic coming from paid sources and referral links can be seen in a relatively high bounce rate and shorter time spent on the website. Main goal to provide conversions requires large number of measures to ensure more relevant traffic and efforts to drive customers towards conversion functions. The solutions to these issues are related to SEO and SEM operations, which should be backed up with testing to provide additional insight towards finding the optimal solutions for website performance.