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How web analysts decide success or failure

Graphic of various web analytics tools

Today's web users are demanding

As eCommerce continues to overtake high street sales, price comparison websites boom, mobile internet access starts to outstrip desktop access, web users become more focused on price plus service, and companies jostle for search ranking supremacy, website performance has become absolutely critical to online sales success.

At the heart of any thoughtful online marketing strategy is an ongoing investment in web analytics. Large retailers in particular recruit teams of web analysts to ensure that the complex customer journey through their website is as inviting and intuitive as possible.

Today’s web users are demanding. Short attention spans, high expectations, social-media savvy, price conscious and fully aware that there is always another retailer eager to earn their loyalty. In the strongest ecommerce teams, a range of web analytics tools are used to analyse and define the performance of design, digital analytics marketing, online advertising, customer communications, CRM, search engine optimisation and the entire on-site user experience.

Web Analytics - It's all about the numbers

It all comes down to conversion: converting visits into sales, visitors into loyal customers. A sound web analytics strategy employs the latest web analytics tools – with Google Analytics, Omniture, Adobe Insight, SiteCatalyst and Webtrends among the most popular – to deliver deep insights into website performance and customer trends, with a view to attracting and retaining customers and increasing sales.

With so much at stake, it’s no surprise that the demand for good web analysts is growing. Typical salaries for a web analyst are £35k, rising to £45k-55k for a senior web analyst, £65k for a web analytics manager and a head of web analytics might earn around £85k. Of course, for big campaigns, new website developments and rollouts, new web analytics tools may need implementing, which is where more contract web analysts are employed. These typically command a day rate of £350-£450.

Such competitive salaries indicate just how important web analysis software is to online sales success. The more sophisticated the analytics tools and techniques, the more accurate the data and the better the customer behaviour insight.

What will you be doing as a Web Analyst?

Truly comprehensive website strategies measure offsite and onsite web analytics.

Offsite web analytics tools measure and analyse the visibility of the website, its penetration of other websites and social media and the potential audience for the goods or services.

Onsite web analytics examines the visitor’s behaviour on the website itself. From landing page performance to routes into and paths through the website from arrival to checkout – including friction points where a visit may be abandoned.

CRM analytics targets customer purchasing behaviour, so that marketing teams can accurately analyse customer trends from location or route to website, to types and volume of product purchased. Done right, this means companies can promote particular products to particular customers and improve conversion rates.

We’re a very long way beyond the click counters that marked the earliest efforts to measure website performance. Today’s web analysts exploit a raft of advanced software tools to delve deep into the data and deliver the facts on everything from A/B and multivariate testing to the effectiveness of various calls to action.

Get in touch

To talk to Harnham about recruiting web analyst candidates, call us on 020 8408 6070 or email info@harnham.com. To view our clients’ current web analyst roles click here.