BUSINESS

The impact of Web Analytics on E-Commerce

The impact of Web Analytics on E-Commerce

Introduction

In this business report we will study the impact of web analytics on e-commerce from the perspectives of management, technology, and organisational. We will take up a detailed investigation in order to comprehend what web analytics is all about, and how it impacts on the above mentioned areas from an e-commerce perspective.

Discussion

Web Analytics

Web analytics is the process of measuring, collecting, analyzing and reporting of internet data with the objective of comprehending and optimizing practice of the web. It is not just a tool that measures web traffic but can also be employed as a device for research which is related to business and market, along with evaluating and enhancing the efficacy of a web site. Web analytics applications may also aid companies to know what the result of advertising is for them. It aids in approximating how traffic to a website shows numerous changes after a new advertising campaign is launched. Web analytics gives information to them that how many visitors went up to the website and how many page views were there. It aids to measure the traffic and recognition trends which are integral for market research.

There are two different categories of web analytics which include off-site and on-site web analytics. Off-site web analytics is all related to web measurement and investigation no matter one owns or maintains a website or not. It also incorporates the approximation of a website's possible audience which can serve as an opportunity, share of voice which includes the visibility, and buzz which encompass all the events that occur on the Internet. On-site web analytics is about what a visitor's behavior is like once they are on the website. This incorporates its all sorts of drivers and conversions; which can be the extent to which various landing pages are linked with purchases online. On-site web analytics deals with the performance of the website on a commercial basis. This data is mostly evaluated in relation to the key performance indicators for performance, and is employed to enhance the response of the audience of a web site or marketing campaign. Google Analytics is the majorly employed on-site web analytics service; even though new tools are coming up which offer more information, including heat maps and replay of the session (Sterne, 2001).

E-Commerce

E-commerce is a term that refers to electronically mediated financial transactions between two parties, and these commercial interchanges can be between organizations, individuals, or a combination of both. In 1989, the networks forming the backbone of the Internet became accessible to business and commercial users. The liberalization of the internet networks originally designed for military, then educational and research use only to allow commercial transactions led to rapid and exponential growth of the number of Internet users and commercially orientated websites. During this period, the term e-commerce came into popular usage as a result of the commercialization of computer networks forming the Internet and the growing number of firms that rushed ...