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The ultimate guide: Setting up web analytics on
your business website
Compare the 5 most popular tools and discover the power of web analytics. See how to quickly get started with the must-have tools to harness the
power of your website and drive incredible results.
98% of your website visitors don’t inquire, we tell you who they are
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“ Most software can optimize existing processes, but analytics (done right) should generate insights that bring to life whole new
initiatives. It should change what you do, not just how you do it. ”
– MATIN MOVASSATE (COFOUNDER AND CEO AT HEAP ANALYTICS)
Learn what web analytics means and how to measure them with the 5 most popular tools available. Your website will soon be on the way to
producing the results you’ve always dreamed of!
To businesses everywhere, a website is key. It’s our hub of
internet activity, the nucleus of our online presence and acts like a
digital business card, encouraging prospects to learn more and get in contact. When a website holds so
much power…
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What are web analytics?
Reading your data
What can web analytics do for my business?
Making improvements
How can I analyze my website metrics?
Improve your pipelineSome final thoughts
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Web analytics: the basics
Using web analytics data
The best web analytics tools
Google AnalyticsHotjarWebsite Grader Open Web AnalyticsLead Forensics
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Introducing
Discover the front-runner in business lead generation software and start identifying your anonymous website visitors. 50,000 B2B sales and marketing professionals are currently leveraging Lead Forensics to gain vital data from their websites – you too could learn:
Added to this, our software:
The businesses visiting your website
Their address and phone number Names and email addresses for key decision makers How they found your website Which pages they viewed Duration of their visit Extra business information, such as number of employees and financial history
Gathers insightful website analytics Scores and prioritizes visits based on engagement Sets up auto-responses Manages leads by auto-assigning them to your sales team.
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“ Lead Forensics has allowed us to turn the passive online face of our company into a dynamic tool which
has driven growth for our business. ”
– JAM
LEARN MORE
Book your free demo & no-obligation trial today!
THE ULTIMATE GUIDE: SETTING UP WEB ANALYTICS ON YOUR BUSINESS WEBSITE
There’s no denying the importance of a website to any business, but to fully grasp it’s potential, you need to analyze and understand the data generated from it. Understanding how people
interact and navigate your website is paramount to ensuring your website achieves it’s optimum rate of conversion. Let’s start by jumping into the basics of web analytics ...
WANT MORE LEADS? GRAB YOUR FREE TRIAL OF LEAD FORENSICS HERE >
Web analytics: the basics
The term “analytics” outlines the process of collecting data, then analyzing it to
decipher patterns, trends and connections. Web analytics applies
specifically to data drawn from a website. Collecting and examining
data pertaining to website features such as user behaviour, system
performance and many, many more.
Web analytics often appear as metrics – a purely quantitative
measurement, providing precise and accurate information that
remains wholly objective. Metrics can be any form of number, be it a
total or an average, but their power for analysis lies in their infallible
nature. When marketers use web analytics to their fullest, gaining the
insight they need to drive desired results, metrics ensure the best
chance of success.
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What can web analytics do for my business?
As our opening quote from Matin Movassate highlights, web analytics have the power to completely change the way we approach B2B marketing processes. Web analytics can provide extremely telling metrics including the number of visitors your website gets, which pages are popular and how long people engage with your website. On the surface these sorts of figures seem simple, but they go much deeper…
Discovering how prospects and clients alike use your website, what makes them spend more money or search for solutions elsewhere is such powerful information. In a digitally driven world where 94% of B2B buyers start their journey online, web analytics allow businesses to fully understand their buyer’s journey, behaviours and needs.
Web analytics offer a business more than just pockets of marketing data. Organizations gain the insight needed to make changes and evolve strategies to benefit their whole pipeline, see retention success and increase brand reputation.
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How can I analyze my website metrics?
The easiest way to gain access to your website’s various metrics is through web analytics tools, which bring us onto the key topic of this guide. A good analytics tools offers a broad view of website understanding and helps you piece data together to innovate new strategies and implement changes that drive better results.
and the popularity of the process continues to grow alongside our involvement and reliance upon business websites. If you want to master your marketing, you need to master your web analytics first. For that, you’ll need the best tools – luckily this guide has you covered!
Consider Lead Forensics as your website metrics provider… Lead Forensics are passionate about helping the world of B2B marketing and sales by offering the ultimate in new business lead generation and web analytics solutions. We work with over 10,000 organizations, who last year made more than $1billion in revenue thanks to insights from our software. Book your free demo & no obligation trial today!
GET STARTED
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Let’s get started on the road to web analytics success! Learn about the 5 best web analytics tools available, what they can do for your business and how to set
them up – allowing you to take control of your website today!
The best web analytics tools
THE ULTIMATE GUIDE: SETTING UP WEB ANALYTICS ON YOUR BUSINESS WEBSITE
WANT MORE LEADS? GRAB YOUR FREE TRIAL OF LEAD FORENSICS HERE >
ACTIVITY DETAILS CONTACT
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A free tool launched in 2005, Google Analytics is the most commonly used web analytics tool. Collecting data through a JavaScript page tab and additional cookies, Google Analytics offers small-medium sized businesses a great website overview along with some of the finer detail.
Google Analytics offers a vast array of website metrics, including overall figures like all traffic, most popular pages and average visit duration. More detailed information is also available, including metrics surrounding marketing campaigns, location and content.
Getting started with Google Analytics is quick and easy, you could do it now in minutes! All you need is your website URL, a Google account and these steps…
Follow this link Sign up with your Google account Set up your “property” – the URL you’d like to capture data from Set up your “reporting view” – which specific data you want to see first Follow the instructions to add the provided tracking } code onto your website And you’re done! You can now see all the website metrics Google Analytics can offer your business.
What data can I get?
Setting up…
Pros of Google Analytics
Cons of Google Analytics
The dashboard feature allows every business to see their most important metrics first
Metrics can be viewed in various formats including graphs and tables for easy data digestion Can integrate with other Google products, such as AdWords and Website Optimizer
The use of cookies means visitor’s consent is needed to count their online behaviour data The tool offers a hugh variety of information – sometimes overloading on vanity metrics many don’t need to measure
This tool offers only bare data, leaving the user to decipher what action points should be derived from the data e.g. Google Analytics will tell you which pages are unpopular, but won’t provide any reasons why
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CLICK MOVE SCROLL
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Hotjar offers to “connect all the dots” with a tool that provides enormous insight specifically into visitor behaviour and how your website conversion relies on certain actions. Offering a free service (along with a premium, paid for option), Hotjar is used by over 210,000 businesses worldwide for web analytics observation.
Hotjar offers user journey insights including heat maps and visitor recordings along with data based on conversion success and form-fill analysis. Users can also gain feedback from polls, gathering comments to help improve overall website performance.
Hotjar can be set up quickly so you can access your awesome data results in no time – just follow these steps.
Follow this link Create an account – you’ll then be given a tracking code Insert this code appropriately on your website – more info here You can now work through Hotjar’s features to set up your reporting preferences Add any further users or sites for a complete web analytics picture And there you have it – Hotjar is ready to go!
What data can I get?
Setting up…
Pros of Hotjar
Cons of Hotjar
Valuable insight into how users navigate specific page features, helping businesses understand which website elements are successful
Conversion and form-fill analysis allows businesses to improve calls-to-action and continually increase conversion performance Businesses can have unlimited users across multiple devices for full ease of use, benefitting marketers on the move or in multiple office locations
Businesses miss out on the big data figures, such as overall website traffic and visiting locations Feedback polls can offer misguiding information that clashes with data collected, leaving marketers with little understanding for advancement
Customer feedback has said the software can reduce website loading speed, causing a problematic effect for prospect visitors
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SIZE REQUEST SPEED
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Owned by HubSpot, Website Grader is a free software that offers some extremely valuable information. Originally launched in 2007 (now featuring a fresh, new look), Website Grader continues to offer a vital service to business websites everywhere with their incredibly simple but effective tool.
Website Grader awards business websites with an inbound score out of 100. This is based on a myriad of factors including overall website traffic, SEO, social media and blog popularity/engagement. Along with this score, businesses receive advice on how their website can be improved, reaching out to larger audiences and gaining a better conversion. It’s like getting a little pocket of advice from a marketing expert!
This literally couldn’t be any easier! You’re just seconds away from answers…
Follow this link Fill in your website and email You’ll receive your score and advice for website improvements And that’s it. As web analytics tools go, Website Grader offers great gain for little work. Now you can get started on fixing up your website, and check you score again in a few months and see if it’s improved!
What data can I get?
Setting up…
Pros of Website Grader
Cons of Website Grader
The advice given allows businesses to take instant action points instead of having to use data to draw out problems themselves
The service is free and can be used multiple times, allowing businesses to keep track of their score and how it fluctuates
The perfect source of “quick answers” for those who are looking to gain some fast insight into how their website holds up online
It’s a basic software that only provides 1 metric – the overall inbound score. Not a good solution for the data-hungry marketer The score uses factors like SEO and social media impact, so doesn’t fully reflect the success of your website in regards its content
Whilst advice given is useful for increased website exposure, it doesn’t offer page specific feedback to understand prominent flaws
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METRICS VISITOR SOURCES
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An open and free source, Open Web Analytics allows you to track and analyze how visitors engage with your website. Licensed under GPL (General Public Licence), it’s easy to download and install, offering a similar user interface to Google Analytics, with data nicely organized into graphs and tables.
Essential site metrics surrounding traffic, specific page success and visitor behaviour is all featured on Open Web Analytics. As are additional metrics such as visiting locations, heat maps, search term reporting and custom-site actions, giving businesses a detailed view of both big data numbers and specific user behaviour.
The Open Web Analytics software can be downloaded quickly and set up without hassle – here’s how:
Follow this link Download the software When prompted, connect it to a database where Open Web Analytics can create tables of desired data (It’s recommended you set up a database for this purpose – see here) Start the installation wizard, and you’ll be smoothly taken through the steps
Now you’re ready to see what data Open Web Analytics can offer!
What data can I get?
Setting up…
Pros of Open Web Analytics
Cons of Open Web Analytics
Simple user interface, making it easy to instantly grab the necessary data. Users also report the software loads very quickly, irrelevant of website size
The data offered is all objective numerical metrics, with a wide array of detail Simple and easy to install and maintain, the tool is reliable and suits the majority of business needs
A lack of customizable features, making the tool inflexible Due to its “add-on” nature, additional features (such as the location metric) require extra downloads
It doesn’t have a “do not track” function, so all visits (even those from your colleagues) are recorded in the data captured
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NAME CONTACT VISIT
Ulti-mission Technology
The Beat LaneBeef MillMaidstoneKentUnited Kingdom
The Beat LaneBeef MillMaidstoneKentUnited Kingdom
Industry: ComputingSIC Code: 45218Founded: 2005Company Reg: 84955541
Industry: ComputingSIC Code: 45218Founded: 2005Company Reg: 84955541
012 2541 5576
www.ulti-missiontech.co.uk
012 2541 5576
www.ulti-missiontech.co.uk
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Telemarketing Group
Saine CourtUptownMaidenheadBerkshireUnited Kingdom
Saine CourtUptownMaidenheadBerkshireUnited Kingdom
045 1255 2212
www.telemark-group.co.uk
045 1255 2212
www.telemark-group.co.uk
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Fold Slide Doors 4 00:00:51
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Lead Forensics is an advanced business-to-business lead generation tool, offering an exceptional web analytics service. A multi-talented software, Lead Forensics helps organizations gain insightful web analytics data to drive improvements and identifies anonymous website visitors, ensuring a business website continuously delivers vital lead generation to benefit the overall pipeline.
Lead Forensics offers a completely holistic package of data;users gain the big web analytics figures they need such asoverall traffic, popular pages and visitor source. They alsogain insightful additional metrics including the industries andlocations from where people are visiting the most, but LeadForensics goes one step further. The web analytics data setis complete, as users gain the additional ability to identifybusiness website visitors and obtain information such as:
Business visitor name, location and phone numberContact details for key decision makersA full breakdown of their site visit (and any previous site visits)
What data can I get?
Pros of Lead Forensics
Getting started…
All information gained is in real time, so leads can be followed up instantly and web analytics for specific online campaigns can be continuously monitored
Lead Forensics enables website visitor categorization, so your web analytics reflect additional pipeline details and are advanced in their calculations
The Lead Manager features allows users to track their sales pipeline progress, proving lead quality from website conversion
Scoring features allow users to gain insightful details into their most engaged visits – what pages they enjoyed, how they found the sight and where they lost interest Advanced reporting mechanisms allow data to be extracted from the software for streamlined analysis and understanding
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LEARN MORE
In just 10 minutes you can see the incredible software in action and understand advanced web analytics for the ultimate in website optimization.
Book your free demo & no-obligation trial today!
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Now you know the importance of web analytics and are familiar with the best tools, we need to understand how you can use the data gathered to identify problems and innovate solutions.
Let’s discover the art of reading website metrics, using them to make improvements that benefit our overall business pipeline.
Using web analytics data
THE ULTIMATE GUIDE: SETTING UP WEB ANALYTICS ON YOUR BUSINESS WEBSITE
WANT MORE LEADS? GRAB YOUR FREE TRIAL OF LEAD FORENSICS HERE >
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Reading your data
Setting Goals
Asking questions
When gathering website metrics from a web analytics tool, you will ultimately end up with plenty of numbers. Gathering these numbers is one thing, understanding how to use them is quite another. To get the most out of your website analytics, these two factors are vital:
Before you start reading any data you need to fully understand the goals of your website. Do you want to gain new hot business leads? Or generate content subscribers for a warm lead program? Whatever the goals you choose, will have serious impact on how you read website metrics and what data you gather. Get your goals in check and keep them front of mind when approaching data.
The true secret to successfully understanding web analytics data comes in the simple form of query – asking questions about why the results are thus. For example – you notice that the number of visitors to your “About us” page is down this month – start by asking what has changed. Further that by asking if there are any broken links, meaning people can’t access the page. Continue to ask “one question further” until you find likely answers.
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Making improvements
Know your limits
The questions are asked, and you have a selection of possible answers – now you can turn them into action points, making the necassary improvements to get you closer to your goals. These meaningful changes prove why web analytics are so important, showing the power they offer an organization.
It’s important to remember that some things – you can’t change. Some metrics don’t allow you to manipulate their outcome (or at least, don’t directly), so when planning to make improvements, ensure they will have impact and offer an opportunity for effective outcomes. You can’t control how long someone spends on your product page, but you can change the content and edit the layout to offer a more engaging experience, with the aim of improving conversion.
Before you get carried away making awesome additions and edits to your website with all these new insights, hold your horses! One step and a time is crucial when making website changes. If a webpage isn’t converting, don’t go all out on a new look.
Then after a few weeks, change the copy…
…then the colour and so on.
Change one thing first, the call-to-action placement for example.
Making multiple, rapid website changes can see conversion drop by 20%!
– SO TAKE IT SLOW!
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Improve your pipeline
Keep focused
All these changes fuelled by web analytics have one key aim, to get you closer to your website goals and improve your sales pipeline. As we know, websites are a huge hive of online brand interaction that start B2B buyers down their road to conversion, but when these changes start to bring in the results you want, ensuring they also have the desired effect further down the pipeline is vital.
Let’s say you’ve gained some brilliant web analytics data and used it to change your call-to-action on your main homepage, you’re now seeing the conversion results you wanted. Excellent! These leads are passed on to your sales team, but they’re not selling – revenue figures are down. Whilst the changes you’ve made bring a positive impact to your website conversion, you’re generating leads of poor quality that don’t see the value in your product.
It’s true, web analytics offer B2B marketers great power to understand their buyer behaviour and make changes to meet buyer needs, but ensure you don’t lose your purpose along the way. What’s the point of all these new leads, if they don’t sell? Keep the focus on lead quality as well as lead quantity when consulting web analytics and making site changes – remember: audience first!
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Some final thoughts…
Reflecting on our opening words, we see just how much web analytics can offer to a business and what opportunities they can present to promote vital changes and improvements. Unlocking the power of your website is just a few small steps away, so use this guide to get out there and start discovering what your website is capable of!
NB: Vectors in this guide are sourced from Flaticon / Freepik and Vecteezy
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– MATIN MOVASSATE (COFOUNDER AND CEO AT HEAP ANALYTICS)
Most software can optimize existing processes, but analytics (done right) should generate insights that bring to life whole new initiatives. It should change what you do, not just how you do it. ” CHECKLIST:
Web analytics: the beginners guide
BLOG: Identifying the right analytics tool for your B2B website
INFOGRAPHIC: Common misconceptions of web analytics software
TOP TIPS: Reading your web analytics – get it right!
INFOGRAPHIC: Optimize your B2B marketing: Become a data master!
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