This is about analysing data that we can quantify. We look to answer the following:
How the website is performing? Number of phone calls, web form completions and other KPIs.
How are individual pages performing?
Where the site is leaking money?
What is preventing more conversions? And why? If we can understand this, we can make the changes to improve it.
What are people doing on your site? Which links are clicked on and which aren’t?
How different segments (new visitors vs returning visitors, different traffic sources (SEO, paid, Social), browsers and devices are behaving differently
Data alone doesn’t tell us what the problems are. The key is knowing how to interpret the data. It provides us with clues, which then equip us to better pinpoint the problems or delve deeper into the underlying issues. This data is found using the following tools:
A) Web Analytics Analysis
It’s absolutely essential to perform a full analysis of the digital analytics to fully know what’s going on on your website, where money is lost, what people are doing (or not doing) and which behaviours result in improved conversion rates. All of this can be found on Google analytics.
B) Mouse Tracking Data Analysis and User Session Video Recording
This is in depth analysis of your website visitors, tracking mouse cursor movements, clicks and scroll depth on each of your pages to identify what on the page gets their attention and what doesn’t. We watch hours of user-session replay videos to learn how actual visitors are interacting with your website. All of which provide useful insights.