Choosing the right web analytics tool is a very important step for your web analysis. Unfortunately many people neglect to consider the qualities that might determine whether that tool is right for us.
If you are planning to invest in a web analytics solution, you should read this article in which I include 10 tips you should know when you chose your web analytics tool.
1. Evaluate your needs
What do you need to analyze? This relies on your business goals. Once they’re determined, you should concentrate on what level of insight the web analytics tool supports for your business goals. Without knowing your business requirements, no solution will provide meaningful data.
2. Tell the difference between free tools and paid ones
Before you decide to choose web analytics tool, you should ask yourself first: why should you pay for this analytics tool? Why not use a free analytics tool instead? You should ask your vendor to provide specific and tangible examples of reports and metrics that the free vendors don’t offer.
3. Technical support
It is crucial that you should know exactly what services are included and exactly how much it costs for the services you need. For example, if the vendor can offer education services and training, if the vendor can provide 24/7 support, or are installation services included in the price?
4. Test usability
You should ask if you could test the solutions that your potential vendor will provide. This is a good chance for you to examine the real performance of the system. You should make it clear whether your potential customers can actually use and customize the tool set and reporting or whether you have to apply other resources to create the necessary reporting and dashboards on their behalf.
5. Real-time analysis
In the online marketing campaigns in these days, it is unacceptable for online marketers to wait to the next day to react. Without real time analysis, online marketers have to wait for hours or even until the following day to know how they are preforming. This means that they are unable to make any alterations right away to get back on track.
6. Software version or ASP
Currently many web analytics vendors provide an ASP-based tool (a web page that contains HTML and embedded programming code) with no software-based offerings. However, many online marketers prefer a software-based, in-house solution instead of an ASP. A good vendor should be preparing for the future with differentiated offerings: software package and ASP.
7. Allow to segment the data
Segmentation is the key to finding insights. You need to know how much segmentation power is in the tool and how easy it is to use. Often you have to try the process yourself and see whether you can segment data in the toll. It is better for you to ask a free trial and test the tool.
8. Total cost of ownership
Identifying any extra costs that will happen in the future is very important. You should consider the costs related to your solution in the future. Normally, the web analytics tool that you will buy may be modular, with different features or functions that are required for additional charge that is repeated on regular basis.
9. Data ownership
Find out if it is possible to get back any data stored by the vendor. Some vendors may sustain the data for a limited period of time.
10. Allow integration of data from other sources
Sometimes you may need to integrate different sources of data to get a complete picture. In this case you will have to bring data into your web analytics tool. You need to verify how easily your vendor can work with importing data from outside.
In summery
Choosing the right web analytic tool is very important for your online business to make one step forward rather than three steps back. The truth is that there is nothing more important for your business’s success than picking the right set of tools for the unique needs of your online business.
