Page 93 - Ekonomija i Biznis_May 2016.indd

DIGITAL COMMUNICATIONS

9. Implement the findings (page optimization ClickTale and CrazyEgg
etc.). yoeitoytnohnvhofueIeuattftrryhhthycyesesitaosichhvdtnuloeeiiimscff,wriumfkteaterhohanroatreelonhsnlsnnytweeditrristwmetphadhtvaaedhpieenrrsjorrteueteoysrcsyttusottmoeaeegftnrdmhokhyvt.voneioOtaceuohvdemnrweerisnwseetschhgipnaegasoertbnnnew-wbdopsosafeiawthflsnhtlgitehhsteehrdaee.eoevrtTamfmieivvhstneaehitoertehiueyonywsessrfaseieosfimnloltidaulgecopatnshuhswtledetaose
focus.
One thing is certain in the measurement on the
Internet, you cannot find out what was happening Google Tag Manager
on the site if there is no trace code set in advance, With this Google tool you can attribute all
however there is also a great probability to get stuck
looking at super numbers which in the end will not actions on the web site and accurately follow
teach you absolutely anything useful in regard to what was clicked by the users, what was their
the realization of the business goals. interaction in the past and when they withdrew
or decided to make the desired conversion. In
There are numerous tools that can help you order to implement this tool, you will need some
measure many different things on your own web help from some technically competent people,
site and outside your own web site. The idea is al- however later on most of the numbers in Google
ways to find out, in as much detail as possible, how Analytics will get far more appropriate meaning
they behave and how your potential and existing us- and you won’t regret for the decision not for a
ers react, in order to optimize the process where the single moment, especially if you have a web site
several times defined conversion should be realized. where goods or services are being sold.

Always, absolutely always you should have a Bit.ly и Goo.gl
clearly defined goal, a clear signal for conversion, wopmowloisyfmruhhfrooTitaaipnlnvtsthotrhoeiiieoniddtrienso+rseegtegdraalsfietiniuanttnhanratrngtrketthsipeoi,minosrerogtctaosfoeiheioeccrrantewrtesdaldisvencnontliioraomafceflcetwtttipinaohswtselhotcetiobminrfierocroctekonkssaslraishnisncast,eoicktebietntru.iotoctastcgturh.Int.lttaiittdTnnshhntiehhkgtseethitecsaheelfrtoicneanieipftmsocakrivtvutoseppeeig,vtraatodhiiyhrrdehfwatasecocoimtcliuwdnetiuctehualettlkytshrvaibeiinieernentrigrlytorsgyg.
that is, realization of a specific micro or macro goal.
This is the only way to focus on promotion of the en-
tire experience of the users and an increased num-
ber of conversions. Pay attention to the threat of the
uni-dimensional data and the linear analysis. We as
Internet users do not make a decision to buy only
on the basis of a single click on a banner and even
less that same day. The multitude of numbers in the
services for analytics often entice us to analyze and
treat all actions as individual actions of a specific
user, however the truth is far more different. Some
tools provide an easy or a slightly more difficult op-
tion how to add a context to all the numbers you
sum.

As I wrote in the beginning, everything can be
measured. Below I will indicate only some of the
tools which I hope will motivate you to measure
your next activity on the internet. Of course I will
bypass the all-mighty Google Analytics because I
consider that it is not necessary to discuss that it is
a foundation, although most of us can hardly even
peer into everything that this tool offers.

Web analytics is a double-edged sword, it gives
you a feeling that we know a lot about our user due
to the multitude of data, however at the same time
it pushes us away from the real business goals and
hides the real image, and if we want to really get a
real perspective, we must be well dedicated to all
aspects – from the setting of the monitoring,
through appropriate attributing, segmentation of
the data and the audience, and certainly the analy-
sis is performed in the end.

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