Analysis of Results and Maintenance of a Company Website

web analysis and maintenance 


 
One of the great advantages offered by online marketing is the ability to measure the results of any action accurately, quickly and free of charge.
Through tools like Google Analytics we can know how many visits our website receives, how many were sold, or any other action (subscription to a newsletter or a contest, for example), which pages are visited more and which parts of a page are clicked more, the geographical origin of the visits, the keywords and many more data. It is a free tool that to use it; we only need the computer consultant to place a simple programming code on our website (not only on the home page but on all the pages or at least the most important ones).
To be able to access this tool of statistical analysis of views, it is only necessary to have a Gmail account in Google and to have one it is as simple as registering on your website. In any case, it is advisable to have a Google email account (Gmail) as it is needed to use other Google services that can be very useful for the company.
The measurement tools of results offer so much information that, at times, it seems almost excessive. The advisable thing is to dedicate an initial time to him to analyze which are the data that more can interest, between which the conversion can not lack, that is to say, what percentage of visits finishes realizing the action that interests us. This action can be the sale (for a web type e-Commerce), the download of a catalog (web type e-Promotion), the registration to an amateur club, or the subscription to a video tutorial.
Another very useful tool is the Google Website Optimizer that allows you to improve each page of the site (for example the tab of a certain product) as it analyzes how users navigate through a certain page, and we can test two or more variants of that same page to know which has the highest conversion rate.
The image shown below shows a hypothetical example of the analysis of a product card in three different versions. The most effective is to make small changes in each one; for example, change an image, the purchase button, a title, etc., and go to check which tab gets more results
There is also a wide range of social meters. For companies that have a blog in addition to a website, the Post Rank Analytics tool offers measurement of results such as the number of page views, followers of the blog on Twitter and other data.
This tool, in the open, offers a ranking of importance of blogs about a word or keywords and for this value the number of links to each blog article from Twitter. Normally interesting articles that are published in a blog are linked in Twitter messages by users who mention them. In the following example, we see the best-rated blogs (with more mentions on Twitter) related to the word "wine" (wine).
The last aspect to take into account in the development of a website is its maintenance. It is usual for the company to include new content, update prices or any other information. The web is a living tool, once created, it must be maintained.
The maintenance of a web usually becomes a problem for companies that do not have a computer consultant in charge of this work. The most advisable thing is to previously develop the web with a simple content manager that the company can then handle with relative ease to make, at least, modifications such as uploading a new product file, changing texts, images or videos if this content manager is also open source, the better. The software open source is one that has developed the programming community and available to anyone for free.
Managers of open source content such as the popular Joomla, or others such as Drupal, Magento (for e-Commerce websites) or even the WordPress program, for the creation of blogs but which is also used for the development of certain types of company websites simple, are usually known by most programmers. Its use supposes for the programmer to avoid an important part of the heavy and often repetitive work of programming that is already done in these packages.
For the company, the use of content managers - also called CMS (Content Management Systems) - also has many advantages:
       The possibility of maintenance and immediate update of the contents by the company.
       No dependence on a particular software, developed by a company or a specific computer consultant that forces the company to be tied "hands and feet" to this software.
       Lower cost and development time compared to what it would mean to program a whole web from scratch since a large part of the programming code is already done.
       The possibility of incorporating new functionalities as the web project grows. The most popular content managers offer a large number of applications and tools that can be incorporated as the web project grows. For example search engines, currency converters, directories, payment gateways, forums, surveys, etc. Some are free, and others are paid.
       The possibility of consulting doubts in the active forums that this type of managers is usually accompanying.

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