Web Site Analytics

A turnkey web site analytics service is based on web site analytics software, A/B or multivariate testing software and the expertise of web analytics and web design professionals. The service typically covers monitoring, collecting, measuring, reporting and analysis of quantitative web site activity data, which businesses and organizations can use to optimize landing pages and maximize online marketing activities. The web site analytics software runs on the web server or uses code tags that are implemented in the web page to send user activity information back to the web server.

With web site analytics site owners and online marketers can track and analyze site visitor behavior on web pages, traffic patterns, click and conversion tracking of marketing campaigns, conversion dynamics and more. The resulting data stream provides businesses with the necessary information to make educated business decisions and maximize campaign ROI.

Web site analytics is a continuous and repetitive process comprised of five major steps: collect, measure, report, analyze and optimize.

Set Goals - Identify clients' goals and objectives
Measure - Use web analytics software to collect relevant data
Report - Compile data in relevant, human-readable reports tied into KPI's
Analyze - Define web site or landing page changes based on report analysis
Optimize - Test and implement modifications and repeat

Benefits of Web Site Analytics Services

A full-service Web site analytics service allows site owners and online marketers to focus their resources on online marketing campaigns and initiatives that work and deliver ROI, and eliminate those activities that are not paying off.

Optimize Web site usability

Identify usability and navigation issues that prevent visitor from completing an action, e.g. checkout at an ecommerce web site, signing up for a white paper.
Optimize visitor conversions

Web site or landing page optimization using multivariate or A/B testing to increase ROI and generate more conversions.

Web Site Analytics Service Program

Advanced Media Productions offers a full-service Web site analytics program that includes Web site analytics and multivariate and A/B testing software combined with the expertise of an experienced analytics professional. Advanced Media Productions delivers more than just Web site analytics. Our skilled web analytics professionals provide ongoing support, helping clients define their goals towards campaign success using proven data collection, measurement and reporting methods.

Program Methodology

Our Web analytics service is based on a 6-step program that includes the following components:

Identify Goals and Objectives

Analyzing the directories to determine in which categories competitors are listed, and what type of descriptions their sites have.
Metrics and Key Performance Indicators (KPI's)

The second step in the service program defines the specific business metrics and key performance indicator (KPI's). This includes deciding on the KPI's such as visits-to-lead conversion and visits-to-sales conversion and on a data collection strategy, e.g. what data to keep and what to ignore, storage/archiving requirement and historical report generation.
Data Collection and Reporting

In the data collection and reporting step we set-up the data collection parameters and defines what type of reports need to be generated. After metric data has been collected it is parsed into a useful and human readable reports that ties into the specific site goals or key performance indicator (KPIs). Often different reports are generated for marketing, IT and executives.
Define Enhancement Strategy

Based on a thorough analysis of the report results we identify the changes that could potentially affect the bottom line the most. This could include changes to web site or landing page designs, navigation or develop of new content or landing pages.
Multivariate and A/B Testing

The best way to verify whether the changes to the web site or landing page are effective is through multivariate or A/B testing. Before multivariate testing can begin we establish a control and baseline, e.g. web page, landing page or banner ad and define the variations we are going to test. Once the baseline is established, we start optimizing the item we have selected one step at a time.
Measure Test Results and Repeat

The final step in the program includes capturing, measuring and analyzing the multivariate testing results of the changes and incorporating those results in the next planning cycle.

Advanced Media Productions on Facebook

Web Site Analytics Service

Our web site analytics service includes the following components:

Client business goals and objectives
Metrics and KPI discovery
Data collection and reporting
Enhancement strategy
A/B and Multivariate landing page testing
Measuring and repeat testing

Benefits

Our web site analytics service enables your to:

Maximize campaign ROI
Increase web site conversion and increase online sales and leads
Improve the return of your online marketing activities
Reduce customer support costs
Improve web site usability

A/B and Multivariate Testing

A/B Testing

With A/B testing different versions of the same page or item are tested against each other. For instance, three different versions of the same landing page can be tested against an existing page to determine which one has the highest click-through rate. After enough traffic has passed through the four versions of the page to make the differences statistically relevant, one usually will be able to identify the best version(s). Depending on the test results, continuing testing and tuning may improve performance even further.
Multivariate Testing

This is similar to A/B testing but allows for testing of various small changes to a given page or item. Multivariable testing, requires for more pre-planning to identify the different page components that need to be changed and tested. At the end of the test, the ideal page version can be put together based on the performance of the different components tested.