Web Analytics

If you're not measuring and collecting information about your website visitors and customers then you cannot develop a successful growth strategy for your business. Everything you do to market your business should be performed against a backdrop of solid analytics. That goes across the board; offline and online. It's all about the data. The numbers. Statistics. Information.

When it comes to web analytics there are a number of great tools out there to analyze and dissect every minute detail of your website traffic. Our analytics team use a wide variety of statistical and analytical tools every day.

For a number of our larger clients we have worked with strategic project teams at analytical software companies such as Omniture and WebTrends to achieve complete integration with the client's customer facing website and downstream application or order tracking systems.

Some clients don't have the budget for such enterprise level analysis tools. In these cases we'd recommend the use of Google Analytics which is still a very robust and comprehensive analysis tool. And it's free :)

Once you have the analytical tools in place, it's down to our team to dissect the data, reveal areas of weakness, highlight areas of improvement, spot the trends and deliver reports based on your needs.

We could just send automated dashboard reports each week or month. But we don't.

We could just get on the phone and talk analytical jargon. But we don't.

We don't bombard you with metrics and terms like bounce rates, exit rates, CPC's, CTR's, split testing and... at least not until we know that's what you want.

With web analytics, the numbers can get a little overwhelming for even the most web savvy clients to digest. There's certainly a lot of helpful information to analyze.

Here is a just a sampling:

• Traffic metrics 

- Visits, Page Views, Bounce Rate, Exit Rate, etc
- Traffic sources (organic, paid, direct, etc.)
- Search engine split (Google, Bing, etc.)
- Search engine keyword analysis
- Branded / non-branded organic traffic analysis

• Content Metrics

- Top entry / landing pages / exit pages
- Path analysis
- Goal analysis
- In-page analytics (heat maps / click maps)

• Audience Metrics

- Geographical analysis
- OS, browser, screen resolution
- Mobile / Desktop split

OUR APPROACH

ISOOSI's approach to reporting web analytics is to work jointly with our clients during the first few weeks of engagement to formulate a Website Analysis Protocol tailored to their business. What metrics will be reported (and why), who will it be sent to (management / teams), frequency of reporting, and scheduling of regular progress meetings. We also set aside time in each meeting to discuss any ongoing campaigns, brainstorm forward looking strategies to facilitate continued growth and to review the Website Analysis Protocol so that your needs as a client are always met.

And let's face it, different people within different businesses want to see different things. It could be that a Chamber of Commerce has just one point of contact that receives reports and analysis and they want to see very detailed reports that go into the weeds. A large bank however may require several reports for several layers of management. The report the CEO wants to see is going to be different to more detailed reports the SVP of Marketing or the Online Channel Manager wants to see.

1) Understand the client's business. Not just the website. 

We believe strongly in getting to know as much about the client's business and industry sector as possible. Identification of profitable line items; products that are trending in that industry sector; in-house stock levels; fulfilment and logistics issues; and more. The more we know, the more we can help. 

2) Understand the way the website impacts the business.

How is a sale or a lead/inquiry generated on the website? What is the path taken to complete an action (sale/inquiry etc)? We immerse ourselves in the website - whether we built it or not. We get to know every corner of it and every piece of code.

3) Transfer of Knowledge.

Wherever and whenever possible we spend time assisting the client so that they understand all the metrics and data available. The more you know, the more we can work together to build a successful plan where you get the most value out of the reports and analysis we provide.

4) Development of a W