Web Analytics

The explosive growth in the union of smartness and tablets marked we give way waxy entered the RA of mobile computing. in that respect argon more and more mint prefer to buy the fruits or function they desired online. The comp many(prenominal) who back end success all overnight essential be the iodin who crapper better understand the demands of clients. For those who absorb no Idea of the power of mesh selling, Axiom Technology can be a good example. It has been established since August 2010 and thither atomic number 18 no any offline franchised stores ever opened. The totally channel for clients to get their products is ordering from their online store.This is only an Internet market model and no one knows what provide overhaul to this company in the future. Now only four years pick up passed Axiom Technology has overtaken Samsung to become the biggest seller of smartness in chinaw be and the company valuations has approaching 40 billions dollars (BBC, http// www. BBC. Com/ unsandeds/business-28684581). The success of Axiom is not accidental tho using tons of techniques to analyses customers and trying to understand their contains. foot this sack analytics is the almost master(prenominal) creature to hand this in Internet marketing.What web analytics does Is the study of visitor, navigation, and affair patterns to determine the success of a tending(p) web site then through and through the objective tracking, collection, measurement, porting, and abstract of quantifiable Internet information to optimism websites and Internet marketing initiatives ( weathervane Analytics Association, http. / indicators could tell us the operation performance of a website. Such as the originations of the visitors (where our visitors come from), the change grade of the visitors (includes the registration pass judgment, opportunities to sale and other modulation rates we setup to reminder).Knowing these indicators is the dry land of Inter net marketing initiatives. In short, web analytics is a tool to jock us optimism our website and align our resources to fit the Internet marketing strategies. This could be dissever into several aspects. I pass on explain them one by one in this article. Monitoring the Operation Status of the Website This is the most basic go bad of web analytics. Web analytics tool handle Google Analytics can collect the selective information which provided by the website such(prenominal) as slipstream data, user experience data and operational data then generate different kinds of statements through analyses the collect data.These statements can give a overview of the website and tell us whether it is healthy or not. The variation trend of clicks, umber of visits, number of users and other data like this can help marketers maintain the website from different aspects. However, for those non-technical specialist stakeholders web analytics tool can be an important tool to translate the profes sional impairment such as rascal views, amount time per visit and conversion rates to readable information. Monthly summary is one of the most gross reports that web analytics tool can generate for a company to monitor its website.The information contained in the summary is of a relatively basic level. The periodic summary shows page views, visits ND visitors, as well as average time per visit and average page views per visit. The main purpose of the periodic summary is to inform key stakeholders ab place the level of activity on the website throughout each month (A. Phone, et al. , 2004). contour 1 is a regular monthly summary. There atomic number 18 too other reports such as monthly dashboard which allow users to comp are the activity on the website over a year, because of the limited words it is not possible to detail here.Figure 1. A Typical Monthly Summary The operators of the website pass on be panic without the advocate of different kinds of data. Because it conv ey they restrain lost the perception to the status of the website. They have no idea how many visits today, thousands or none, will be a mystery. Without the direction of data, the operators will lost their target and path for Internet marketing. valuate the Efficiency of the Promotion Campaigns Like offline business processes, Internet marketing overly needs advancement campaigns to acquire customers, improve brand image and customer perception.However, without web analytics we can not measure the help that the promotions bring to our websites Kips and we change surface can not know whether the growing Kips are profit from With web analytics we can track the sources of our visits then identify whether they are visiting through our promotions such as pay-per-click ads or banner ads. Moreover, we can further analyses the conversion rates relate to registration and order placing then fall out out the efficiency of our promotions and to what extent they can improve our Kips.Final ly, according to the analytic thinking we can adjust the Internet marketing strategies about the promotions. For example, to measure the efficiency of a banner ads we can easily calculate cost per acquisition to beat out that Cost per acquisition = Advertising and promotional cost/ human body of click-troughs. Promote the Website Effectively Search engine Optimization (SEE) and Search Engine Marketing ( attend) SEE and SEEM are both vital separate in web analytics because they are the most important way for a website to fetch visits. Search engines are a key part of any companys acquisition portfolio.For good reason, citizens of the Internet use wait to find e trulything they are looking for. The business impact of this customer behavior is that we all pour a lot of resources into optimizing our websites to show up optimally in search engines for relevant queries (Vanish Sushi, 2010). There are several indexes for us to analyses SEE such as related keywords ranking, the click through rate (CTR) of the search call and the number of invalid pages of the website in the search results. The traffic level is the basis of a website.So it is necessary for us to know how good our website performing on SEE and SEEM clearly (Eric Eng, et al. , 2012). Precision Marketing SEE and SEEM can improve the web exposure of the website so the users can find our website more easily. But sometimes it is also necessary to push our website to some specific users directly so called online promotions. Online promotion included customer segmentation, source segmentation and target market segmentation. Customer segmentation which found on customer behaviors can reveal the customer types our website attracts.The search terms based on source and affiliated websites analysis can let us know which parts on our website were cared about by our users and how our users found us. This analysis could direct us for our online promotion. We will know which groups of users we should send them electronic mails. Moreover, web analytics can also help us find suitable places to do the online promotions. For example, the most related website we should put the advertisements on if we want to issue a product or trick up an activity or the frequently searched keywords to do the sponsored link and SEE.So it can help us avoid the inefficiency promotions which will waste our operating(a) costs. through eliminating low efficiency costs and affix the ratio of last efficiency costs we could keep the budgets constant but have a better publicity. In the meantime, we can also find out which websites have more relevance with us then we can improve our how to organize the contents we want to promote. Optimizing the Customer Experience of the Website Simple and Effective synergistic Process The simple and easy-to-use interactive process will help the users achieve their targets and operations better.And the users are tend to visit the website which have more intimate interface that can let them surf on it without any troubles. avail of process the Users to Find What They Interested Recommend the contents which the users may interested are far more better than let themselves find what they want. Many websites like Amazon, eBay now have recommendation function based on the analysis of users behaviors, this function will elf on keep customers and let them shop at more contents or use the work provided by the websites.Listen to the Users Web analytics is more than tons of daily statements of the websites. Actually, survey, lab usability testing and site visits are all belong to web analytics. Vanish Sushi were sorted them as the qualitative analysis in web analytics. These methods can let us find out to our users heart. With the results of these surveys we can do better on our website includes the design of function, interactive and navigation. on the whole of these are aimed at enhancing the user experience of the website.In a word, the websites are lifet ime for traffic level, all what we do above can be reason out as three stages monitoring the traffic, attract the traffic and keep the traffic. The traffic level can be easily translated to users, and the users are the only hollow for the websites. Part 2 http//www. Activation. Co. UK/ is a local company. You are required to cite its main line of business and its online marketing strategy, Critically evaluate its website conception and its online marketing strategy, and Make recommendations for improving the effectiveness of its website and online marketing strategy.Main Line of business sector vigorous Alton is a local company operating a medley of sports and blank facilities in Alton and it claimed itself as a non-profit shaping. It currently operates 7 leisure and activity centers including Dell Farm, Inspire Alton Sports Village, Lessee Sports super acid, Highpoint Community Sports & Arts Centre, Lea manor Recreation Centre, Stockroom Park Golf Centre and Stockroom Pa rk Athletics Centre & Health Club.The main business that alive(p) Alton firing are the seaworthiness and leisure events. Rely on the activity centers Active Alton provides its own brands covered a wide range of ports and function such as Profiles Health & Fitness, Hydra Swim, Active Golf, Kid Around, Active Education, Active Communities, Active Training & Development and people will enjoy a discount value to access the facilities through Join the membership and this is also the main sources of income to the organization.Online Marketing Strategy As a local organization who have held so many sports centers and leisure facilities, Active Alton seems has no blueprint to invest vast amount of time and money in online marketing because people are ultimately prefer to choose a fitness centre by sitting it not by Just shop it online. The website of Active Alton are more like a exhibition not an online franchise store. I have drawn a structure graph of the website below and will analy ses the online market strategy by using it. Through the structure chart we can have a general correspondence of the whole website of Active Alton.As I state before, the website is consist by the mental institution of the sports centers and leisure facilities. The only entrance for customers to checkout is in the membership page and will be shown after click sign up online. And at that place is o any online customer service but only two forms in the feedback and accomplish us pages. Because the organization possesses venues and stadiums and only provide very limited online transactions channel and customer service (the digital impart complementary is relatively low), the e-commerce business mode could be defined as between Bricks and mortar and Bricks and clicks refer to Figure 2.Figure 2. Three Business Modes in E-commerce In conclusion, the online marketing strategy should have objectives for online contribution in percent which means sales, service, profitability should drive the strategy. From the structure of the website I did not see much of elements which can bring extra incomes for the organization. Because of the products the organization provides is fitness and leisure services it is not possible to exploit saucy geographic markets. So the website has pass along benefits of existing products to existing penetration strategy (H.Igor Anions, 2007). Figure 3. Nations Product-Market Growth hyaloplasm Website Designing There are eight most important factors in successful e-commerce site design (Lauded and Travel, 2009), in this part I will use this figure to evaluate the designing of the Bessie. Figure 4. The Eight intimately Important Factors in Successful E-commerce Site Design All functions of the website are working normally during my test but it has no obvious move which can guide visitors to the checkout system and finally become customers.In general, there must be a button or link to purchase the product when we click into the introductio n page of a product but for this website there is not. What instead of is a sign up online button which is in membership page so we can not see it directly. This will largely reduce the conversion rates and lower the functionality of the website. The information provided by the website are quite rich, from the introduction of the organization to the details of every venues and brands. And they have been placed in landing page so they are full accessible.But the customer service is a short slab of the website. There are only two forms provided in the contact us and feedback pages. According to Lauded and Tracers research it will annoy 75. 1% visitors if a website has no contact information available. Figure 5. E-commerce Website Features that Annoy Customers For other aspects in the figure 4, the layout and design of Active Lottos website are happily integrated style, both aesthetically and functionally. It has a dominant hue which is blue and the color is not been abused everywhere. The text are clear enough and the graphics are simple therefore the visitors will not be distracted. To sum up, the website is easy to use but lack of functionality and it need to be improved. Recommendations For the Web Designing To improve the effectiveness of the website can be translate to improve the user experience of it. First and the most important thing is to add a purchase button with the corresponding price table in every introduction page of the stadiums, this will increase the conversion rates and lead to a higher incomes which is the fundamental goals of e-commerce.And for the customer service, add at least one contact information (landlines, e-mail or both) to contact us page that visitors can use it to contact the organization actively. If the visitors are confused about some descriptions the conversion rates indirectly because people will not purchase anything if they are enigmatical about it. For the Online Marketing Strategy According to the organizations condit ions I did a erotica analysis for it. Active Alton Strengths S 1. Well-known brand 2.Abundant Resources 3. Extensive run Weaknesses W 1. Internet channel using 2. Web technologies 3. Online customer service Opportunities O 1 . New customer segment 2. Co-branding promotion 3. Cross-selling SO strategies Integrate the services and trying to attract new customers through cross-selling and co-branding promotion WOW strategies Improve the user experience of the website and introduce new services to attract new customers Threats T 1 . Other competitors who have advanced(a) technologies 2.Customer choice 3. New entrants SST strategies Attract competitors customers by provide better services and hardware WET strategies Improve the user experience of the website and build a thorough customer relationship management system Figure 6. A Internet-specific SOOT Analysis for Active Alton Active Alton is an organization who has possessed a lot of resources including stadiums and parks. So th e products and services it can provide can be varied if introduce cross-selling method.The growth point of the business is to attract new customers through new products and services and better user experience of the website. In this circumstance I would like to recommend WOW strategies for the organization. This kind of online marketing strategy is focused on improving the effectiveness of the website and develop new products that fit the e- commerce business such as special offers which people can only get from the online store.