The term Web Analytics Tools includes many types of internet marketing tools like web analytics tool, web analytic tools, etc. It is one of the most important aspect of any business website. This information will be reported to the top management or owner of business to tell where their users are coming from and how they are interacting with their websites. That enables you to quickly make changes on your website like better web page titles for SEO purposes, better description, etc. by using web analytics tool.
Are you looking for the best web analytics tools to improve your website traffic and conversions? In the past few years, there have been a lot of changes in the field of web analytics. Though it is not as common as traditional web traffic measuring tools, there are various other forms of analytics tools, which can help you measure conversions from your website.
1. Content analytics tools
Content marketing teams are catching onto what media publishers have known for years: if you’re publishing a lot of content, you’d better have a good measurement system in place. Given how difficult it can be for content-oriented people to wade through tools like Google Analytics, it’s no surprise then that content analytics has emerged as a new category of web analytics tools.
These tools help content teams measure how various audiences consume and share their content. The resulting data lets them understand how to better engage their readers and stimulate conversions.
Parse.ly
Parse.ly is a platform designed specifically for measuring the performance of content. It offers an alternative to general-purpose web analytics tools for content teams to find valuable insights that help them make decisions. Content teams can see real-time and historical data in a central dashboard, and they can easily sort and filter it by type, author, channel, source, and more. Everyone on the content team, from directors to editors to writers, can use it easily. Video Player00:0000:22
Parse.ly’s approach to measuring content deviates from the generalized approach, which relies heavily on metrics like bounce rate. Instead, it measures engaged time via a ‘heartbeat‘ to produce a metric called engaged minutes. This measures continuous engaged time even across videos and interactive content, which is conspicuously missing from most tools like Google Analytics.
Parse.ly also pulls in data from external channels like social media (Facebook, Twitter, LinkedIn, Pinterest, Reddit, Instagram), search engines (Google, Bing, Yahoo!, Yandex), and platforms like web, mobile, Apple News, Facebook Instant Articles, Google AMP, SmartNews, iOS, and Android apps to give a comprehensive picture of content performance.
One of the add-ons available from Parse.ly shows conversions and attributions for actions, such as newsletter signups, subscriptions, registrations, lead captures, and ecommerce sales. See more resources and how to get started with content analytics.
2. Customer analytics tools
Customer analytics tools go deeper into customer behavior than other general web analytics tools. These tools pull in customer data from various mediums like web, mobile, email, and your product. You can create segments based on behavioral patterns, then predict and offer the products and services those distinct groups of customers might buy.
Kissmetrics
Kissmetrics excels in customer data for ecommerce and SaaS companies. Both product and marketing teams can benefit from data on power users and other cohorts, insights into which features are most popular, and where your best customers come from. It helps identify groups of customers who spend more and make repeat purchases, as well as the products and offers they respond to.
Kissmetrics includes advanced business intelligence (BI) reporting with the ability to query the raw data directly with SQL. The company has helped over 10,000 companies with $10 billion in transaction volume. Learn how Kissmetrics differs from Google Analytics.
Woopra
Woopra is a less pricey alternative that shows what customers do between the time they hear of you, visit your site, and leave or take another action. It creates profiles for each individual visitor, taking into account the activity on your website, email, social, paid media, sales, technical support, help desk, and video, as well as engagement with your product. This is useful for marketing, sales, and product teams.
The tool also automatically deploys changes on your site based on triggers to help nudge customers along. Custom scripts let you display discount messages or newsletter opt-ins based on actions by the customer that you set as triggers. Learn more on the Woopra blog and see what it takes to get started.
3. Usability (UX) analytics tools
Usability analytics tools are specialized tools that let businesses analyze what users do on a page. They record how people interact with the page and its elements, so an online marketing or product team can evaluate how different features are received. With these insights, businesses can then make changes to the page or user interface and see how those changes play out by measuring user behavior.
Crazy Egg
Crazy Egg focuses entirely on measuring how users navigate your website and landing pages. It’s especially handy for optimizing conversion rates on pages where you want users to take action. It offers several technologies to help you understand how users are navigating your website, including heatmaps, scrollmaps, click reports, and user session recordings.
Crazy Egg also offers A/B testing, so you can compare heatmaps and data before and after changes on your web pages, for example. Check out the Crazy Egg blog and documentation for getting started.
Hotjar
Hotjar gives you the option to collect actionable feedback from users in addition to data from heatmaps and visitor data recordings. You can use polls, surveys, and live feedback chat to query people on your website. This adds a qualitative dimension to the UX data you can collect, which is typically missing from other usability web analytics.
Hotjar does not offer A/B testing like Crazy Egg does, but you can monitor pre-existing A/B tests. That means Hotjar could work for you if you already use a different tool that offers A/B testing. Check out its resources page and what you need to get started.
4. A/B and multivariate testing tools
You can run the occasional simple A/B test using a general web analytics tool. But if you plan to test and optimize elements of your website regularly, you will benefit from a dedicated testing tool. And if you plan to run multivariate testing, which tests multiple variables on a page at once, you’ll definitely need a tool like one of the following to accurately interpret results.
Optimizely
Optimizely offers testing analytics software to help businesses experiment and continuously improve their products and websites. It’s used by engineers, product managers, marketers, and data scientists and also has a reputation for catering to software developers more than the other tools in this class. That said, reviewers say that it’s simple to set up tests even with no technical know-how.
Optimizely notably includes a visual web editor, customer journey experimentation, and real-time analytics data. See Optimizely’s resource library and how to start using it.
Adobe Target
This tool is the way to go if you are already using the Adobe marketing stack and you want the best tool to integrate with Adobe Analytics. And it offers a very comprehensive list of capabilities. Adobe Target lets you build tests across other digital channels in addition to your website and app, including mobile and email.
In fact, you can also set up personalized elements to deploy for users based on rules, profiles/segmentation, and behavioral targeting. See more on its resources page and learn about getting started.
Conclusion:
The web analytics tools industry is thriving and new technologies and tools are popping up every day. As a busy executive, deciding whether to implement a new web analytics tool can be very tricky. You want to find one that addresses your biggest challenges and provides real value.