Comprendre le Web analytic en deux minutes seulement

Qu’est ce que le Web analytic ?

On appel le Web analytic la façon de collecter le maximum d’informations par rapport à notre site internet mais aussi à nos visiteurs. Le but est de se renseigner sur les attractions engendrées par le site internet. Grâce a ça, nous nous renseignons sur l’utilisation de notre site web, a quel moment les gens se connectent, combien y a t-il de visiteurs ? Etc ..
Cet outil nous permet d’évaluer les données de notre site internet et de chiffrer ses performances pour une meilleure Mais encore faut-il utiliser toutes ces informations pour optimiser l’ergonomie et les transformations engendrées par le site.

L’outil le plus utilisé reste Google Analytics, mais quelles sont les limites du Web Analytics ?

Pour commencer, il y a des erreurs liées à l’implémentation c’est-à-dire à la mise en ligne erroné du code, on a aussi des erreurs des serveurs de Google (serveur hors service…),ou encore le délai de chargement de la page et du code Google Analytics.
Les modes d’accès au site web sont de plus en plus nombreux, que cela soit via des types de navigateurs courant tel que Firefox, Safari, IE, Chrome, ou via des Widgets, via des flux RSS, via des Robots… ce qui peut fausser les statistiques.

Pour compenser les limites du Web Analytics, il est conseillé de faire des études ou encore questionnaires au près des utilisateurs/consommateurs afin de déterminer leur satisfaction, problèmes rencontrés,.. On peut également faire des tests comme des eye tracking, mouse tracking, test en situation..

Il est nécessaire de faire un suivi quotidien de ses statistiques, une surveillance entre 3 et 5 critères est requise afin de pouvoir se concentrer sur l’essentiel, ce qui nous permettra de régir rapidement par la suite. Les critères sont par exemple :
– Taux de conversion
– Nombre de visiteurs
– Temps passé sur le site
Il faut être capable de comprendre, analyser et rectifier ces statistiques pour être en mesure d’expliquer ensuite les écarts.

En plus de l’analyse de ses statistiques de visites, il est intéressant d’analyser ses informations, en particulier son moteur de recherches.Il faut donc optimiser son moteur de recherche via l’analyse de ce qui est tapé par l’utilisateur.
Le Web Analytics permet d’analyser ses opérations marketing pour une meilleure efficacité.
C’est par exemple segmenter ses clients, proposer des pages différentes selon les annonces Adwords…

Au final, il faut savoir que le Web Analytics nécessite des compétences en interne et une actualisation régulière, avec surtout la mise en place d’actions correctives.

 

Perrine S.

Arthur B.

Thomas M.

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