The collection and analysis of data in the Internet to its own product or website is called Web Controlling. Apart from simply tallying the number of visitors to a website, Web Controlling seeks to archive, evaluate and analyze page impressions for reasons of optimization. Information such as where their visitors come from, what they are viewing and the amount of time they remain at the site is vital for website owners. With the knowledge gained website and online marketing can be optimized. Measuring success with Web Controlling is an ongoing process, to respond to internal and external influences that occur.
The terms Web Controlling and Web Analytics are often used interchangeably. Controlling, however focuses more on interpret data and the optimization of the website in terms of goal achievement, while Analytics deals with collecting the data. Thus, the Analytics tools are a part of Web Controlling.1)
Web analytics tools provide basic website data for analysis and strategy implementation that all managers or web owners should be familiar with. Visits correspond to the amount of times someone access your site. The Page Views figure is how many pages were called for in those visits along with the amount in each visit, i.e., Pages / Visit. The average time on site, refers to the time individuals remained on the site, while percentage of New Visits indicate the amount of interactions, sessions from people visiting a site for the very first time. The Objectives of Web Controlling are primarily to better the experience of online prospects (as in the case of an online shop). It is not a mechanism to merely produce reports, but rather centers around website optimization. In search engine optimization, measurement is critical to success since once something can be measured - it can be improved. Web Controlling attempts to track data about links, referrals, rankings and so forth helping to analyze strategies and create avenues for success.
Every business is unique and each website has diverse metrics that may be adequately applied. An enterprise will begin appropriately by establishing clear business goals, followed by creating a set of Key Performance Indicators for adequate tracking of goal achievement. At this point collecting accurate and thorough data is crucial for success. Upon analysis of data, a move should be made to test alternatives from deductions attained from data analysis. The implementation of insights would come next, taking into consideration website testing or data analysis. Understanding your goals is paramount to any attempt in improving a website. In order to bring this about, a simple question can be asked: Why does your website exist? It is important to stress that each website mostly carries its distinctive objectives.2) To illustrate, one website will aim to increase pages sighted so as to offer advertising for sale, while for others the objective may be to reduce pages viewed to easily bring about answers to the queries of visitors as in support sites. Another example would show increase revenue as the objective for a website while we may see yet another aiming to decrease product returns by appealing strongly to customer needs. It should be emphasized that one should always focus his or her efforts on reducing costs, increasing revenue or improving customer satisfaction while keeping in mind that it is preferable to do all three.
Key Performance Indicators (KPIs) are essential for measuring goal achievement and the marketing executive ought to understand whether or not a website is improving or getting worse. Overall accomplishment of the website's goals will impact top management while middle management will be affected or moved by campaign and site optimization and analysts by virtually all metrics found. KPIs are simply defined as measures that highlight success with respect to objectives. Success and/or failures will be seen with regards to the objectives created for your organization. As expressed earlier, the main purpose of Web Controlling is to enhance the customer experience and not just to report data. A good place to start with Key Performance Indicators would be with conversion rates. This area of conversion is important since you will be directly dealing with outcomes and bringing to the fore the topic of Objectives of web controlling.3)
Using Web Controlling, a company will be able to embrace a commanding information-based system for the purpose of measuring customer interaction, segmenting visitors and understanding group behaviour, analyzing Return on Investment (ROI) and ultimately optimizing a website for profit maximization.