Website Analytics Consultants
There are two key free sources of core analytics data:
- Your website hosts statistics - here you can
either use raw log data imported into your own analytics program
or use the AWStats program provided by the host - which provides
a good range of graphical intepretations of your website traffic
Analytics - a very powerful set of analytics provided
free of charge by Google
If you prefer a commercial analytics service, you can use ClickTracks,
which is quite affordable even for small businesses.
Regardless of your source of analytical data, the critical element
is how you interpret the information you are presented with, and
what action you take.
The information you receive from your analytics program is just
that - information. The only way that information can be transformed
into usable insight is through analytics.
Most small businesses don't have inhouse staff with sufficient
training and focus to gather, analyze, and act on the data.
To improve the efficiency of your website and gain higher conversion
rates you need to engage a competent and creative web analytics
consultants for several hours per month.
Engaging a Web Analytics Consultant
Once you decide to engage a web analytics consultant you need to
outine an affordable, but effective scope of work. This should include:
- Regular study of your data over a period of many months,
- Recommendations - how to improve your site and online
- Testing Site, Page and Ad Design - to determine the
best conversion layout and content
- Implement any changes - if you don't have a web designer
or webmaster inhouse.
The range of engagement models used for web analytics consultants
varies, but the following guidelines will assist.
The engagement model will typically include a set up fee, plus
an agreed monthly program of work at an agreed hourly rate. On top
of this analysis work, you may wish the consultant to peform testing
and web development work. These activities may be engaged at the
same rate or using a differential rate table, according to the skill
The set up phase covers implementation of the anlaytics package,
to capture the data required by the business. This includes all
configuration to ensure that the key performance indicators you
want to track are captured, and that any regular reports are distributed.
This phase will take 4 to 8 hours, depending on your business
needs and the current state of your analytics.
The minimum hours required per month for overseeing a websites
performance is in the range of 4 to 10 hours per month - depending
upon the size and type [commerce or non-commerce] of site. This
is time consuming, hard work. This is where the experience of the
analyst really pays off - you pay pay more per hour, but the insight
they garner from the data far exceeds that of those less experienced.
Testing & Development
All websites should be tested 2-4 times per year. These standard
tests help optimize landing pages, navigation system, user interface,
Other times when testing is required is when you are setting up
a promotion or new commerce channel. Split testing before launching
the main campaign can have a significant impact on the success of
the campaign. This is where real expertise makes the day - and its
worth paying for the best. You may have to pay your anlayst a little
more than their standard rate for these activities.
- Standard tests might take 20 to 40 hours per cycle.
- Campaign tests take 12-20 hours per campaign
You can help reduce the time spent by having clearly defined goals
for each website and campaign, and all you copy and images in ready
to publish form.
Analytics consultants charges vary from around $75 to $200 per
hour. The consultant's hourly rate will depend upon experience,
and often by the number of hours contracted each month [more hours
attract a more favorable rate].
If you think this sound expensive, compare consultants costs to
lost opportunities and potential gain. You may even be able to engage
a consultant on a performance basis - using a base rate PLUS a perecentage
of improvement in sales, engagement, traffic or whatever other performance
you are seeking.
For most small businesses, the return on investment [ROI] can be
10 to 50 times the investment. Unfortunately, many small businesses
fail to invest in web analytics consulting and yet fail to see this
as the cause they are falling behind their competitors.
To locate a competent analyst you can try:
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