Are you losing customers on your website? Weak points will be revealed by web analytics

Web analytics can reveal weaknesses – it shows you exactly what is happening on your website through data. So if you recognized yourself in the introduction of our story, we recommend reading on. In the interview, our web analyst Ivana Dominiková reveals where companies most often make mistakes and what to watch out for.  

When a company says, “Marketing isn’t working for us” – where do you, as an analyst, look first? 

First, I need to find out what exactly is happening on the website. It often turns out that the problem is not in the campaigns, but right there. People come, but they get lost somewhere along the way. The number of orders doesn’t tell you much about the actual state of affairs. It’s important to understand what precedes their creation. Which page the user entered, where they went, and where they left. From that, we can identify what the problem is.

What do companies most often come to you for? 

Smaller clients usually want to set up order tracking – to see how many orders the website actually generated and from which campaigns they came – or conversion codes for campaigns. Larger companies are already addressing what users do outside the main conversion path and how to bring them back to it. 

When you take on a new project, what interests you first? 

How the client has set up tracking and what tools they use. We often find that the website is not ready for accurate measurement. The data layer is missing or it does not send the necessary information. Then the tracking is inaccurate or cannot be set up at all. 

What measurement mistakes do you see most often? 

Poorly set cookie banners, incomplete measurements, missing access to tools. Or a website that technically cannot send the necessary data. 

Companies often track conversion rates or advertising costs. Is that enough? 

These are important numbers, but they only show the beginning and the end. In between is the entire user journey – from the first ad through the content to the product page. And that is often where the decision is made whether the conversion will occur.

What should a report look like to be truly useful for the client? 

It must include not only numbers but also analysis. We focus on specific areas – for example, we compare users by traffic sources, track their journey through the website, and identify weak points. The outputs are then consulted with UX or SEO specialists and we propose specific steps. 

Has the arrival of AI changed your job? 

Yes, mainly technically. I don't need to know how to program; I just need to understand what I'm doing and be able to read code. AI helps me with code preparation. 

Does this mean that soon everyone will be able to handle analytics with an AI tool? 

AI can suggest solutions or set them up in tools like GTM. But it is still necessary to correctly specify the requirements so that it produces what we need. 

When should a company take notice and start addressing analytics systematically? 

At the moment it invests in marketing but does not exactly know where it is making money and where it is losing. 

What do you think is the biggest difference between "we have data" and "we manage marketing based on data"? 

In the first situation, we are only measuring, while in the second we can read the collected data and evaluate it. 

And what does a client gain by adding a web analyst to their marketing team? 

Confidence that decisions are not made solely based on intuition. And that they know where the greatest opportunities for improvement lie. 

If you want analytics to function as part of the entire marketing strategy and deliver relevant results, contact us. We would be happy to propose effective solutions.