Tink - Profitabilité numérique

If you ask me, the performance of Web businesses must bridge the gap between the client’s specific business objectives and the measure of the deployed digital solution’s results. Without being an exact science, web analytics’ approach aims at maximizing the return on investment (ROI) of each web strategy and initiative.

The first crucial step in web analytics consists in the selection of key performance indicators which will measure the degree as to which the fixed objectives were met, analyse the results and elaborate recommendations. The choice of indicators must not be left to chance and includes a mixture of traditional web performance indicators and contextually adapted indicators for the organization.

The traditional web performance key indicators

The traditional web performance key indicators, such as the amount of visits, visitors, rebound rate, time spent on the site and conversion rate, give a simple comprehension of activities and the qualification of visitors. For example, a rebound rate (percentage of visits of a page) of 15% combined with a conversion rate of 50% could indicate that visitors are well qualified.

This data is essential but does not necessarily permit the analysis which would contribute globally to the platform or web strategy of the enterprise; there stems the importance of establishing the more specific performance indicators. The question remains: even though my visitors are well qualified, will the web solution respond to the business objectives of my company?

The specific web performance key indicators

In order to better evaluate the return on investment of a web strategy, the definition of more specific performance indicators is essential: amount of inscriptions to a newsletter, average amount of items per purchase, percentage of online orders vs offline, etc.

Date sources

To measure these indicators, we must exploit the different data sources and tools available while insuring that we stow it all to be able to extract the maximal amount of information and knowledge.

Amongst the various data sources available lie pre-configured web analytics tools (e.g Google Analytics), server logs, transactional site databases, meteorological data and more.

Our approach resides in the exploitation of a mixture of performance indicator types in order to erect an online global digital solutions web portal. The main benefits of this approach are; the real-time monitoring of platforms, the rapid analysis of web business performance and an evaluation of the ROI when clear objectives have been determined.

Without being an exact science, this approach permits the rapid and efficient feedback of web strategies with the creation of punctual and on demand dashboards, therefore permitting a rapid and detailed diagnostic. In an ever growing competitive world, web analytics and performance indicators are becoming some of the most reliable and rapid means to evaluate, optimize and render profitable web strategies and initiatives.