Web Analytics Courses

Learning web analytics has become an inevitable part of online business. Online marketers combine conversion rate optimization services and web analytics to get the best business insights. What matters most is analyzing the traffic coming to the business website and then looking for ways to improve it.

Once you successfully track the analytics, you can measure vital information like page views, clicks, conversions, and sales. With proper analytics, you can change your website content to make it more appealing and grab the audience's attention.

When you measure and analyze web data from analytics, you can understand usage and web traffic well. This gives you the scope of optimizing the data for improving your business website. Analytics data also help you decipher how well your SEO plans are working. You might not be aware that web analytics acts as an excellent tool for market research.

When we talk of web analytics data, we consider these things:

• The source from where the traffic is being referred
• Demographics
• Click analytics
• The geographic location of visitors
• Total numbers of visits to the website
• Bounce rate, etc.

Here's why you must learn web analytics for your business:

• You will learn how to improve the site experience for your visitors.
• You will clearly understand how visitors interact with your business website.
• You can see which pages on your business website are performing in the best way. You will also learn to improve the pages so that the customer conversion rate increases.
• You will have a clear picture of the sources from where you have visitors on your website - whether they are landing directly on your page or coming indirectly via some other link.
• You will understand market demographics clearly.

Do you intend to make a career in web analytics? Becoming a web analyst is a lucrative career option now. We all know that web analytics and digital analytics are the hottest fields today, with ample scopes of employment opportunities in them. However, becoming a certified web analyst is not a cakewalk. There are many challenges that a web analyst has to face, but the job is fascinating.

Highly skilled web analysts are in demand as data-driven marketing is rising. There are two categories in this job role - one is an analyst role, and the other is a technical role. The analyst role involves the creation of reports and data analysis. On the other hand, the specialized role includes implementing various tools like Adobe Analytics and Google Analytics.

Here are some skills that you must have to become a web analyst:

Data visualization skills

It is a well-known fact that depicting anything via images or graphical representations remains embedded in the mind for a long time. As a web analyst, you should have the skills to learn how to present data in the most meaningful manner. So, you must have deep knowledge of your target audience. You can then create an effective marketing strategy for your business.

Communication skills

While analyzing data, you might need to interpret and explain various technical and complex concepts to your audience. And for this, you must have strong communication skills. Experts opine that most data analysts lack this skill and need to work upon it. Analysts can follow a simple process for bettering communication skills. It is as follows:

• Locate the problem that you have to resolve
• Go deeply through the data and obtain necessary insights
• Look for the best way for data representation
• Convey the message to your audience

Understanding and knowledge of various traffic drivers

This is not exactly a skill, but you must have this knowledge and understanding to become a successful web analyst. You will not be able to optimize and analyze traffic channels if you don't know how they function. You don’t need in-depth knowledge of these matters, but basic knowledge is a prerequisite. It would be excellent if you could devote a few hours weekly to enhance your online marketing skill.

Technical Skills

Technical skills do not mean you must start coding on the website. To become a web analyst, you do not need a technical background. However, when you have some technological know-how, your job becomes easier for sure. While communicating with different departments, using technical language helps a lot. Try learning basic JavaScript and HTML skills.

Autodidactic learning

Becoming a self-starter is the best option for any web analyst. This profession demands constant learning. It is great to attend webinars and seminars or read various books on the subject to update yourself. You can always seek helps from experts for learning new web analytics skills, but self-learning is the best thing possible.

Web analytics is a vast subject with many sections and sub-sections. It takes quite some time to learn the basics of web analytics as there are many diverse topics. However, if you want to explore and learn more about web analytics, you can enroll in a free web analytics course.

Many institutes are offering different kinds of courses on web analytics. While some of the courses just cover the basics of the topic, others provide deep insight into the subject. In the elaborate courses, you will learn about the immaculate details of the topic. You can also choose from a web analytics specialist course or an advanced web analytics course.

The duration of the courses varies depending on the depth of information they impart. A program offering the fundamentals of web analytics will be of less time when compared to a detailed course on the subject.

Apart from taking up a web analytics class, another way to learn more about the subject is with practical experience. Once you are in this field, start reading extensively on the subject. We all know that the web world is a highly dynamic space where upgrades take place quite frequently. You must update yourself by keeping track of the upgrades that take place.

Along with extensive reading, you can also participate in various seminars and webinars that multiple companies host to learn more about web analytics. Generally, experts in the field put forward their opinions and suggestions in various seminars/webinars about web analytics. You will get ideas and insights as to how you can become a better web analyst. You will also get information on the latest trends in web analytics and how marketers are leveraging benefits from them.

There was a time when web analytics was understood by web developers alone. Website owners and even online marketing professionals did not know much about the topic. However, everything has become data-driven now. It is also important to mention the digital revolution in the web world, which is changing things drastically.

Online marketers are investing mainly in free website analytics as a business tool. As the web is expanding, brands are bound to increase their expenses on ‘marketing analytics’ to sustain in this cut-throat competitive market.

Over-abundance of data is a major concern in online marketing. Many think it is one of the significant web challenges analytics too. But, often, marketers cannot connect the relevant data with key performance indicators and meaningful business objectives. As a result, obtaining complete insight into the business website becomes impossible.

Many online marketers make the mistake that good numbers of social media shares or innumerable page impressions mean the business is doing great. You have to focus on how much engagement people have with your content - just seeing and sharing the content is not enough.

Online marketers analyze the web data that they obtain and represent them in the form of reports. But doing that will not suffice - web analytics has many more uses. Marketers will witness steady improvements in their campaigns by using data analytics effectively. It is an excellent way of funneling more visitors toward successful conversions.

Here are some of the most effective ways to use web analytics for your business:

A/B Testing

A professional in web analytics knows that in A/B testing, you create double versions of a single asset like an email, display ad, or even a landing page. Once done, you test the results with a particular segment of your audience. You can use web analytics to track the result of the asset on the website.

Here is one instance to clear the point. Suppose you create a landing page with a web form. In one version, you place the web form on the screen’s left side, and in the other version, you place it on the screen’s right side. Check which version the form completion rate is high. This will be the obvious choice for the business.

Tracking engagement

By using web analytics, you can track the engagement with your website content, particularly with your website's landing pages. Check if there are problems between form completions and click-throughs. Monitor your conversion rate. Try and understand if people respond to your CTAs by following the internal link structure. Keep an eye if the visitors ‘bounce’ after staying on the website for 30 seconds.

With these insights, you can understand the most engaging content. You can make suitable adjustments to the tactics for maximizing brand awareness and lead acquisition.

Retargeting

If you judiciously use retargeting ads, you can bring back visitors to your website. Web analytics plays a major role in managing retargeting ads. By using web analytics, it is possible to track conversion goals for URLs that contain specific keywords or particular URLs in general. When a prospective customer makes a purchase or shows signs of conversion, analytics shut off the ads. Ad performance tracking is possible in real-time, including clicks, ad spend, conversions, and impressions.

Lead scoring

You might not know that web analytics is an integral part of lead scoring. The purpose of lead scoring is to track leads and prospects when they subscribe to the website, browse through various pages on the website, register with the website, download assets from the website, and share website content. In the background, a web analytics engine processes all these events. Post-processing, the allocation of events takes place to particular contact profiles.

SEO strategy

Your business website can do nothing without proper search engine optimization. At the same time, you cannot undermine the importance of web analytics for your business website. It is essential to follow a proper SEO strategy with an end-to-end approach. You have first to enlist all your vital keywords. Then develop quality content around the keywords. Lastly, use web analytics to track the website's rankings and performance.

For running your web analytics project, you have to gather business requirements. Believe it or not, gathering these requirements is a complex process. The requirements can be sorted in the below-mentioned points:

• Creating a list of stakeholders - In the first place, it is essential to know who will participate in the process. Once there is a complete list of stakeholders, you understand the goals and issues you must address. All the stakeholders should be well aware of their scopes of responsibility and their roles.
• Creating a questionnaire of analytics business requirements - The business questions will depend on the digital assets you have to measure. There can be a generic or specially designed form for each stakeholder group.
• Collecting business objectives - Many factors ascertain the success of your digital marketing strategies like engaging content, creative and appealing banners, and tools. During the process of requirement capturing, identify the business objectives. Know what the business wants to achieve. The core objectives include generating leads, building awareness, and promoting events.
• Identifying goals for each objective and setting KPIs - For every business objective, it is imperative to identify goals. Until you set goals, you cannot reach your objective. Try mapping business goals to various areas of web analytics. Try and find the most relevant KPI for every business goal. Along with measuring visits, clicks, and emails, look for bounce rate, top exit and landing pages, and macro and micro conversions.
• Setting specific targets for the web analytics project - For accurate results from your web analytics projects, define specific targets for different metrics. This is a crucial practice for understanding if the numbers in the report indicate a win or loss.
• Preparing the business objective document - Now that you know the business requirements and can transfer them to KPIs, you have to record all the results in one copy. Share the document among the stakeholders for their unanimous approval so that you can move to the next step.

These are some of the fantastic benefits of web analytics:

• Measures online traffic - Web analytics will provide information on the numbers of users and visitors to the website. You will also learn the purpose of their visit, how much time they spent on the website, and their location.
• Optimizes and improves website and various web services - With web analytics, you can locate problems in your website hindering lead generation and revenues. For example, analytics can tell you that you have an unclear sales funnel, what is causing lesser purchases and lower revenues, etc.
• Targets the right audience - Finding and reaching the right audience is crucial for any successful business. Web analytics can help us find the right target audience with properly created content. Once you have the right audience, you can create marketing campaigns that boost sales, thus increasing leads, sales, revenues, and conversions.
• Tracks bounce rate - Bounce rate means the user has landed on your website but not browsed through it or visited the web pages. A high bounce rate indicates the user did not find relevant information from the website leading to a poor user experience. With a high bounce rate, the website fails to generate quality leads, increase sales, or make conversions.
• Improves results from Facebook ads and Google Ads - Web analytics plays a major role in managing online advertisements. From the data, you can understand clearly how many clicks and conversions take place from the online ad. You will also get a clear picture of how the target audience receives the ads. If there are issues, you can rectify them and increase ad efficiency. With web analytics, you can use remarketing in advertisements.
• Improves conversion rate optimization (CRO) - Business websites can improve conversion optimization through web analytics. A website measures different kinds of conversions, including leads, registrations, social media shares, video views, event registrations, newsletter sign-up, etc.

Using web analytics helps in improving sales and traffic to the business website by making slight alterations in the marketing campaigns.

Here are some ways in which you can use web analytics to gain insights:

• Real-time data - Marketers can view their performance in real-time with web analytics. Along with identifying the volume of users, it is also possible to locate where they are coming from and where they are going.
• Page Speed - Page speed is an essential consideration in search engine optimization. Customers usually bounce away if the website has a low speed. It is usual for blog posts to have a bounce rate of 60-70%, but for web pages, the bounce rate should not be more than 30-40%.
• Tracking website searches - With this insight from web analytics, marketers can gauge what users search on the website.
• Tracking behavior flow - One crucial insight that impacts marketing strategies is user behavior flow. With this insight, you can understand and track how users browse the website and at what point they leave.
• Tracking conversion rates for desktop and mobile - Numbers of mobile internet users are way higher than those using a desktop. Therefore the user experience has to be suitable for both platforms. With web analytics, you can track conversion rates for both platforms.

Using different kinds of tools for web analytics makes working easier and hassle-free.

These are some of the most common and popular web analytics tools:

Google Analytics

Many people consider Google Analytics to be synonymous with web analytics. One of the best free web analytics tools, it helps in tracking and analyzing web traffic data. You will get a picture of the keywords that bring maximum visitors to the website. Google Analytics for website generates reports for your site, including data on traffic sources, visitors, content, goals, bounce rates, and e-commerce. Real-time updates are available via this tool. According to BuiltWith statistics, Google Analytics is used on almost 30 million websites globally.

Adobe Analytics

After the popularity of Google Analytics, the web analytics tool that is most in demand is Adobe Analytics. This is a multichannel data collection tool from Adobe. This specialist analytics tool offers analytics data from not only the web but also other platforms like OTT, voice, and IoT (Internet of Things). This tool's primary concentration is machine learning and predictive algorithms for more advanced insights.

Piwik

Piwik offers complete control over your data along with creating your plugins. The web analytics tool comes with a privacy and data ownership feature, insights, and a faster interface. The plugin-based tool is free of cost. However, the pro version starts at $65 per month.

Gauges

Gauges is a real-time web analytics software that tracks mobile and website data in real-time. You will get detailed information on the number of visitors that visit your website. You will get live traffic status via this tool. This tool provides detailed information on pages that are not bringing in traffic. The tool comes with a free trial, after which you have to pay $6.00 per user per month.

Splunk Storm

Among the various well-known web analytics tools, Splunk Storm has created a niche for itself. It initially began as a ‘Google for log files.’ the main purpose of using this tool was to process machine log files data. Recent updates have added many new features to the tool. There are great visualization options in the tool. With the addition of a web interface, using the tool has become quite convenient.

GoSquared

Along with being a web analytics tool, GoSquared is also a marketing automation tool, that helps in boosting website conversions. With the dashboard, you can manage this tool across all devices. You will get an accurate count of the number of visitors to your website. You can also gauge the surfing patterns of users via the tool. The tool offers information about the operating system used by the user for accessing your website. The tool has the capability of giving an estimate of weekly, daily, and monthly traffic depending on historical data.

ClickTale

ClickTale is a customer behavior analytics tool. With this tool, you can analyze user behavior patterns on mobile apps and the web with session replays and heatmaps. The tool offers bounce reports and form analytics. This tool is mostly used for analyzing exit rates. This is not a free web analytics tool and the price is in the range of $99 - 790.

Heap

Heap is a very impressive web analytics tool that comes with point-and-click interfaces. This user-friendly tool excels in tracking almost everything right from form submissions to video play to file downloads. Heap records the minutest of data for future references. The basic version of the tool is free; while the Pro version comes in the range of $59 - 399.

KISSMetrics

One of the most popular web analytics tools, KISSMetrics helps marketers in tracking the movements of visitors throughout the website. The tool also provides other statistics like recent referrers, changes in the behavior of users over time, identifying different patterns, etc. In the tool, you can view the stats in a visual format. There is a free trial period of 30 days. Then plans commence at $149 per month.

Clicky

Just like other web analytics tools, Clicky gives you real-time analytics. The tool provides information on what current visitors are doing on the website. The dashboard of the tool is simple and user-friendly. From the mobile version of the tool, you can check the statistics from anywhere at any time. Both free and paid versions of the tool are available.

There are specific parameters that web analytics helps you to measure. Some of them are:

Visits vs. unique visitors - With web analytics, you can measure the ratio and volume of visits and unique visitors. Some users visit the website/web page regularly, and then some unique visitors visit the site randomly. When there are more regular visitors, it is suitable for any business.

Pageviews vs. visits - There is a difference between website visits and page views. A visit is when a user lands on your website from some external page or another website. On the other hand, a page view is when a page on a website is loaded or reloaded, and the user can already be on the site or might come from another site. Web analytics measures this difference immaculately.

Bounce Rate - One of the most common terms in web analytics, bounce rate refers to website visits that are single-page sessions. The visitor leaves the website without going to any other second page. By measuring this metric, you can understand the website's overall engagement.

Time on site - Also known as session duration, this is the total time that a visitor spends on the website right from coming on the landing page to navigating away from the website. Measuring this time helps in understanding user interest in the website. A user spending more time on a website indicates a high chance of a conversion.

Traffic sources - Measuring traffic sources helps marketers understand the areas from which traffic is flowing to your website. All sources bringing an influx of traffic are not always credible. Analytics will segregate those from good sources.

Marketing activities and strategies vary from one business to another. With web analytics, marketers can understand the results of the various strategies being used.

If marketers can use analytics tools properly, it helps fuel marketing success. This is how it happens:

Learning the website visitor’s behavior - Tools like Google Analytics provide insights into the actions of visitors. The tool includes information on what pages visitors visit and their actions. You will also get detailed reports on bounce rate, page views, exit percentage, average time spent on a page, unique pageviews, etc. Marketing strategies can be devised keeping these pointers in mind.

Knowing the traffic source - Various web analytics tools help identify the source of traffic coming to the website. Once you know the sources, you can engage audiences likewise. You can track if your audience found you through social media platforms, organic search, directly visiting your website or paid advertising.

Improving content marketing - Now that you have deep insights about your website with various web analytics tools, you can work on them for devising content marketing strategies and efforts. Work towards improving the website's content to become more relevant to the audience. Update the blogs, optimize them, and promote them on various channels, including social media.

If you intend to be a web analyst or are a beginner in this field, it is good if you take up a web analytics course online. The introductory course will give you a fair idea of website analytics, and you can begin your career as a web analyst. One of the main reasons for choosing an online web analytics class is that these courses are more comprehensive compared to offline classes. Moreover, you get high-quality information from these website analytics courses. The information is not only accurate but updated as well.

Another reason why many people choose to take up web analyst certification online is that it is less expensive compared to its offline counterpart. You don’t need to travel to the institute for the classes in the online course. You can take the online classes at your convenience and at suitable times.

On completing an online web analytics course from a reputed institute, you will get guaranteed placements in the best companies. Many online courses also offer website analytics training to students to prepare them better for the web analyst role.

Innumerable institutes are offering the best web analytics courses to interested candidates. The syllabus slightly varies from one place to another. However, there are specific topics that all website analytics courses will cover. They are as follows:

• Introduction and understanding of web analytics
• Google Analytics
• Web analytics process
• Conversion and behavior analysis
• Acquisition and audience analysis
• Search Engine Statistics
• Conversion Funnels
• Data segmentation
• Dashboard implementation
• Mobile analytics
• E-commerce analytics
• Actionable reporting and A/B testing
• Social media insights
• CRM

It is pretty evident that the web analytics industry is flourishing globally. People across the globe are using the internet for their businesses. This is generating huge volumes of data every moment. As per a market research report, in 2018, the value of the web analytics market was $2.63 billion. There is a projection that by 2026, this figure will reach up to $10.73 billion. The growth is at a CGAR of 19.3% from 2019 to 2026.

Below is a graphical representation of the web analytics market growth rate based on geographical location (2020-2025). This representation clearly shows that there will be a surge in the growth rate in the web analytics market in the coming years in the Asia Pacific region.

Marketing trends have evolved, making way for digital and online marketing today. Web analytics is a crucial part of digital marketing in India and globally. It is great to know the digital population of India stood at 658 million as of 2021. Even better, when it comes to marketing and advertising expenses in India, the allotment for digital media was at 30% in 2021. It is expected that this figure will reach 38% by 2023. It indicates that digital marketing has set a firm footstep in India.

With an estimated digital media market value of INR 537 billion, it is evident that demand for web analytics courses will be surging in the country. In India, numerous institutes offer courses in web analytics and related subjects. Candidates can take the courses online or offline as per their preference and convenience.

While some of the web analytics courses cover just the basics of the subject, others are detailed, covering every aspect of web analytics in detail. On completion of the course, you will get web analytics certification. You can also join any digital marketing course and learn web analytics as a part of it.

A web analytics specialist’s salary in India is INR 1,167,500 per annum.

Factors on Which Web Analytics Specialist Salary in India Depends

The salary of web analytics specialists in India primarily depends on their work experience. The higher the number of years in this industry, the higher the pay. Along with experience, other factors impacting the salary of a web analytics specialist in India include job location, educational qualifications, analysis skills, different kinds of projects on which the specialist has worked, etc.

Web Analytics Specialist Starting Salary in India

The average web analytics specialist starting salary in India is INR 5,96,097 per annum.