Analítica Web y Google Analytics

MKT 101: Crece tu Negocio con Web Analytics

CÓMO APROVECHAR LA INFORMACIÓN QUE TE DA LA WEB PARA HACER CRECER TU MARCA

Si tienes un sitio Web y no estás midiendo su actividad, muchas oportunidades para tu negocio se están perdiendo. La medición constante es la base del éxito, y nos ayuda a tomar decisiones informadas acerca de nuestra página.

¿Qué partes de mi página son más llamativas para los usuarios?¿Estoy logrando un buen nivel de conversiones? ¿Cuál canal está trayendo mayor cantidad de visitas a mi Web?

Todas estas dudas, y muchas más, pueden resolverse a partir de el análisis a detalle de nuestra Web. Las herramientas de Analítica Web permiten obtener insights acerca del comportamiento de los consumidores en cada página y ayudan a mejorar la experiencia del usuario en nuestro sitio. Observamos algunas métricas principales que arroja Google Analytics:

  •       Audiencia: podemos identificar qué personas nos visitan; sexo, edad, ubicación e intereses.
  •       Fuentes de tráfico: analiza el origen de las visitas: campañas de Google o Facebook, búsqueda orgánica, referencia, etc.
  •       Calidad de las visitas: devuelve la duración de la visita promedio, y la cantidad de páginas vistas en una visita
  •       Bounce rate: identifica la cantidad de personas que ingresaron a la Web y salieron de ella sin visitas una segunda página.
  •       Conversiones: muestra qué cantidad de conversiones se lograron en el período analizado, y de qué canales provienen.

Podemos llamar conversión a una venta, contacto, o cualquier otro tipo de acción valiosa que podamos medir en nuestro sitio. Las conversiones definen el retorno de nuestra inversión digital, por lo que son uno de los indicadores más importantes que rinde nuestro Web analytics (si no tienes algún tipo de analytics en tu sitio, ¡instálalo ahora!)

Si vemos que las conversiones resultan bajas o nulas es momento de revisar el camino que el visitante está recorriendo hasta llegar a realizar una compra o registro: contenido, cantidad de páginas, funcionamiento del sitio, etc.

A la hora de revisar las métricas es fundamental considerar el objetivo con el que creamos nuestro sitio Web; el diseño, contenido y navegación deberán orientarse a fomentar la conversión que identificamos como valiosa, para asegurar una experiencia de usuario agradable que brinde un buen retorno sobre la inversión.

_Minimalist es una agencia de marketing digital especializada en el posicionamiento digital integral de las marcas 2.0. Si tienes algo que agregar o quieres saber más sobre este servicio, deja un comentario o escríbenos a contacto@minimalist.mx

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