Today’s websites are capable of collecting a tremendous amount of data on the behaviors of site visitors that data-driven organizations can leverage. By integrating your website with a web analytics platform, you can analyze the performance of marketing channels, visitor paths, and the level of engagement with your site templates and components.
But given the many well-known web analytics platforms available—both free and paid versions—it can be difficult to know which one best aligns with the needs of your organization. Some tools seem similar, but they all vary in terms of capabilities and pricing. It’s best to proceed carefully because the analytics tool you select will significantly impact your long-term marketing efforts.
To help you with this challenge, R2i offers a free white paper—Selecting the Right Web Analytics Platform for Your Organization. The paper presents five guidelines for evaluating which analytics tool best fits your organization and your data collection efforts:
1. Business and Website Goals
These include the paths you want site visitors to take and the actions you would like to see them perform. From the business perspective, determine the conversion rate you’re hoping your website will achieve in terms of turning site visitors into customers.
2. Reporting Requirements and Features
Each tool will come with standard reporting capabilities and other features, but also consider the level of customization available in each tool so you can tailor it to your specific needs. See if you can strike that balance between making it easy for users with standard reports while giving your analytic warriors the ability to drill down into the data.
3. Implementation and Maintenance
While the capabilities of your analytics tool are critical, you also want a solution that’s easy to implement from a technical standpoint. The solution should also be easy to maintain in terms of software updates, data security, and user support. Depending on the solution’s complexity and your available internal resources, you may need the assistance of an outside consultant.
User adoption is another critical factor in the success of deploying a web analytics solution, and that’s where training comes into play. It’s vital to educate users on how to access all the reporting features and visualizations, and how to interpret the data. If you don’t make it easy, they won’t use the tool to the extent that’s needed to fully realize the value of the tool.
There are low-cost and even free analytics offerings, but tradeoffs and limitations accompany these budget-friendly products, such as less accurate data. You will also encounter various pricing models, which may be based on the number of users in your organization and/or the traffic volume on your site. If you rely on a cloud-based service, you may run into additional fees, depending on how long you want to retain your data.
The Payoff for Selecting the Right Tool
Finding the right web analytics tool for your organization is no easy feat, but by following the guidelines our white paper presents, you will have a better idea of what to look for and some of the questions to ask. And the payoff in selecting the right tool is huge—a website that generates more revenue for your business and helps solidify long-term customer relationships.
To find out more, download the white paper today. If you already have a web analytics platform that is not delivering enough value, you are also welcome to contact us for an evaluation. It may turn out your platform just needs some minor tweaking.