Web analytics, where to start?

  • Geoffroy Perriard

Page views, bounce rate, average time on page, … Matomo or Google Analytics?

Discover how Liip can help you with Google analytics or Matomo.

Whether you’re using Google Analytics or Matomo, you have access to a lot of data.
Google Analytics alone collects and delivers more than 250 metrics and dimensions that help you understand how your website contributes to your business goals and how your audience interacts with your website.

When we open these tools, we are quickly overwhelmed by the amount of data available.

  • What do they mean?
  • What is the important data?
  • How to go from data to concrete actions?

We will define step by step the different actions to start with your web analysis tool.

Set the scope by setting a goal

Above all, it is important to define at least one goal that your website must fulfill.
This defines what is important to measure afterwards.

To help you, start by defining the type of your website.
There are four different types:

  • Online shopping website
    This type of website aims to directly sell services or products online.
  • Lead generation website
    This type of website aims to acquire leads by promoting contact. This can be done through a contact form, a chat or simply by making available one’s contact information. The transaction is done later, offline.
  • Information website
    This type of website aims to offer online content (articles, music, videos) and generate revenue through advertising. Youtube is a good example.
  • Support website
    This type of website aims to reduce direct contacts with the company and therefore costs, by offering online help. This can be done using a FAQ or the provision of additional information on a product for example.

Your website may fall into more than one category.
In this case, you will have to define several goals.

Next, set a goal by answering the following question:
What must my website do for my business?
I want my website to __.

Then, define what action the user performs on your website to complete this goal, answering the following question:
What action should the user carry out on the website to fulfill this objective?
The user is ____ on page ___.

To have a better picture, let us take the example of a construction company.
This company has a website with:

  • a home page
  • a specific page per service that it offers
  • their contact information (phone number and email) in the footer
A wireframe of the service page.

What’s the type of that website?
The website of this construction company is a generator of prospects.

What must my website do for my business?
The website must generate leads.

What action should the user carry out on the website to fulfill this objective?
The user submits the contact form, clicks on the phone number or clicks on the email address in the footer.

Once your goal is set, you have to:

  • set up your web analytics tool to measure it;
  • check this indicator regularly to ensure your website's performance.

We would be happy to assist you in defining your goals, configuring your web analytics tool and monitoring your goals.


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