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E Commerce

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23 views3 pages

E Commerce

Well detailed ?

Uploaded by

Elvis Mwangi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
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Written Assignment Unit 4

BUS 2202- E-commerce

Ghulam Punjtan (Instructor)

11TH DECEMBER, 2023

Introduction

Usability defines web analytics as the collection, reporting, and evaluation of website data. The
emphasis is on creating metrics based on your administrative and user goals, and then using
website data to control the success or failure of those goals, drive strategy, and improve the
user experience. (n.d.) usability Using web analytics, businesses may immediately acquire
findings that measure e-commerce growth. Because of the current Covid-19 outbreak, several
businesses were forced to operate online. In this article, I will describe the foundational parts of
web analytics and Google Analytics research, as well as how firms are using analytics to
improve business and retain customers.

Elements of Web Analytics:

Goals:
Goals in web analytics refer to specific objectives a website or business aims to achieve. They
can be diverse, such as increasing sales, acquiring leads, boosting website traffic, or enhancing
user engagement. For instance, an e-commerce site might set a goal of increasing online
purchases by 20% within six months.

Events:
Events are user interactions on a website that are tracked and recorded. These interactions can
be clicks, downloads, video views, form submissions, or any other user engagement. For
example, tracking the number of clicks on a "Buy Now" button or the completion of a signup
form constitutes events.

Key Performance Indicators (KPIs):


KPIs are measurable values used to assess the performance of a website in achieving its
goals. They are specific, quantifiable metrics that indicate progress toward goals. Examples
include conversion rates, bounce rates, average session duration, and revenue per visitor.

Utilization of Google Analytics:


Google Analytics provides powerful insights into website performance and user behavior.
Companies use it extensively to:

Understand User Behavior: Analyze user demographics, behavior flow, and on-site interactions
to optimize user experience.

Track Conversions: Monitor conversion rates, sales, and lead generation to identify areas for
improvement in the sales funnel.

Refine Marketing Strategies: Assess the effectiveness of marketing campaigns, channels, and
content to allocate resources wisely.

Enhance Content Performance: Analyze which content resonates most with users, aiding in
content strategy development.

Improve Site Performance: Identify site issues like slow-loading pages, high bounce rates, or
usability problems for enhanced user experience.

Future Implications:
The reliance on data in the future is likely to intensify. With advancements in technology,
artificial intelligence, and machine learning, data analysis will become more sophisticated,
allowing companies to make even more informed decisions. However, ethical considerations,
data privacy, and regulatory constraints will become more critical as data collection and
analysis evolve(Market Business News, 2021). Moreover, striking the right balance between
data-driven decisions and human intuition will be essential for innovation and business growth.

Conclusion
The integration of web analytics tools like Google Analytics has become indispensable for
businesses seeking growth and customer retention. Its future will involve more advanced
analytics techniques, but companies must navigate ethical and privacy concerns to maintain
trust and integrity.
References

Department of Health and Human Services. (2013, October 8). Web analytics basics.
Usability.gov. Retrieved December 6, 2021, from https://www.usability.gov/what-and-why/web-
analytics.html.

Goal - definition and meaning. Market Business News. (2021, November 23). Retrieved
December 6, 2021, from https://marketbusinessnews.com/financial-glossary/goal/.

What is an event in analytics? at internet's definition. AT Internet. (n.d.). Retrieved December 6,


2021, from https://www.atinternet.com/en/glossary/event-analytics/.

Why are Kpis important? the importance of Kpis and how to choose them. Rhythm Systems
Strategy Execution Software Home. (n.d.). Retrieved December 6, 2021, from
https://www.rhythmsystems.com/blog/5-reasons-why-you-need-kpis-infographic.

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