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Web Analytics and CRO

Working for Nest Bank, we managed to increase the conversion rate by 46% and reduce the bounce rate by as much as 60%.

Aleksandra Jaroskiewicz — E-commerce Director, CD Project Red Store

I was surprised how quickly everything was delivered. No problems, no unnecessary meetings, just briefs and recommendations. Suddenly everything was ready to be tested and launched.

woman photo

What do we analyze?

Based on data, we focus on increasing the conversion rate, identifying optimization areas, and pinpointing UX errors

in numbers

91% of users
will not share negative feedback about online experiences and will stop using the solution without a word

Areas of web analytics

Web analytics is one of the branches of general analytics, specifically focused on online activities. Its role is to prioritize the user, understand their preferences, and study their behaviors. The subsequent step involves crafting decision-making processes and implementing elements that best align with the audience's needs.

Web analytics entails the collection, analysis, and interpretation of data related to user interactions on websites or mobile applications. There are various actions within web analytics, including:

  • Monitoring website traffic - tracking visits, unique users, traffic sources (e.g. organic, paid, social), and landing pages where users enter the website.
  • User behavior analysis - collecting data on user actions such as clicks, navigation, scrolling, form interactions, page views, and purchases.
  • Conversion analysis - tracking and analyzing conversion processes like registration, purchases, newsletter subscriptions, or form submissions.
  • Demographic and geographic analysis - determining users' demographic and geographic characteristics, such as age, gender, geographic origin, language.
  • Cross-device behavior analysis - examining user behaviors across different devices, such as desktops, smartphones, tablets.
  • Traffic source analysis - identifying where website traffic originates, such as search engines, social media, paid ads, links, or referrals.
  • Time spent on website tracking- evaluating how much time users spend on the website and on individual pages.
  • Bounce rate analysis - monitoring bounce rates to gauge user engagement.
  • Content analysis - assessing the popularity of specific content and identifying high-engagement elements.
  • A/B testing - comparing the effectiveness of different website versions or interface elements.
  • User segmentation - categorizing users based on demographics, behaviors, or interests, so that content and marketing efforts can be tailored.
  • E-commerce tracking - monitoring online shopping activities, including analysis of shopping carts, transactions, average order values.
  • Website performance analysis - evaluating page load times and server performance and identifying areas that may be affecting page load delays.
  • Key performance indicators (KPI) review - monitoring metrics like conversion rate, average time spent on page, bounce rate, etc.
  • Report creation and data visualization - presenting results in an easily understandable format so that teams and stakeholders can easily understand data.
  • SEO optimization - analyzing organic search results, identifying keywords that attract users, and optimizing content for search engines.
  • Mobile app behavior analysis - studying user behavior in mobile applications, including usability and performance analysis.
  • Usability testing - assessing user interface ease of use by conducting user tests.
  • User feedback analysis - processing user opinions and feedback, including ratings and comments.
  • Real-time user behavior tracking - monitoring user activity in real time to respond to changes immediately.

The aim of web analytics activities is to help companies comprehend user behaviors and needs, optimize their websites and applications, and align marketing and design strategies with actual data and results.

Web analytics — benefits for business

Every digital product requires web analytics to verify user behaviors and measure the effectiveness of their marketing efforts. Proper web analytics goes beyond merely having Google Analytics. It is essential to ensure the collection of accurate quantitative data to make informed business decisions.

Three steps to success


Define the key success metrics (KPIs) of your business.


Select the parameters to be analyzed from the KPI and parameterize the analytical tool under them.


Analyze and report cyclically, examining changes and looking at their causes.

Is analytics profitable?

Before investing in web analytics or conversion rate optimization, customers often inquire about its profitability.

Industry research confirms the effectiveness of using CRO methods - 74% of such projects result in increased sales, according to Marketing Sherpa research. Additionally, Venturebeat estimates the average ROI from conversion rate optimization efforts to be 223%.

Conversion optimization is not limited to online stores. For example, McAfee, thanks to CRO, reduced the number of contacts with the call center by 90% (source: Pixeline). Time weekly, by optimizing conversions, implemented the so-called infinity scroll and recorded a drop in bounce rate by 15% (source: Poynter).

In projects implemented by IDEACTO, we also note interesting results of conversion optimization. Optimization of the purchasing process in Vehiculum resulted in an increase in the number of sales leads by over 200%. Additionally, the redesign of the Nest Bank website led to an almost 50% increase in conversions.

What value does web analytics provide in the UX process?

The goal of web analytics is to create convenient, intuitive interfaces. It is necessary to measure quantitatively and qualitatively what influences business development. In simple terms, web analytics allows you to identify a problem, analyze it, find a solution, and evaluate the results. Quantitative research shows exactly where the problem is located, enabling focus on the most important aspects of UX. Identifying the strengths and weaknesses of the website and improving them is the main goal of research.

Why is web analytics important in e-commerce?

Since the competition in e-commerce is enormous, the majority of online stores do not enjoy the expected interest. Therefore, actions need to be taken to positively influence business development. Web analytics helps with this. It is a matter that many entrepreneurs do not care about, but it can help gain an advantage. Analytical tools indicate. Web analytics helps increase conversion and improve areas that influence positive consumer responses.

What is conversion rate optimization on a website?

Conversion rate optimization is a set of activities aimed at improving the conversion rate, translating into business benefits, including revenue growth. The initial stage of conversion optimization is its definition, measured using goals that should be set in Google Analytics. Conversions are actions taken by consumers on the website. They vary depending on the industry and business assumptions. In online stores, this is mainly making a purchase.

How to improve the conversion rate on a website?

Conversion rate can be positively influenced by optimizing UX. It is worth introducing certain changes to the website for this purpose. First and foremost, attention should be paid to the landing page. One of the factors that will positively affect the conversion rate is improving the speed of the website. It should be remembered that users do not like to wait and abandon browsing the website, as well as making purchases. The readability of the website also affects the increase in the conversion rate, including font, proper visibility of buttons, consistent color scheme, use of headers and paragraphs, etc.

(Conversion Rate)
‍(Total Addressable Market)
(Monthly Recurring Revenue)
Retention Rate
(Return on Investment)
YoY growth
(Year over Year)
(Annual Contract Value)
‍(Customer Acquisition Cost)
Churn rate

(usability checklist)

In the course of the usability audit of pages, in addition to usability heuristics, we also use checklists. One of them is our publication Best Practices for E-commerce containing more than 200 recommendations for the design of online stores.

See what customers say about our work

a man's photo

“We recommend IDEACTO as a reliable and experienced partner”

The new website was met with positive internal and external feedback, which led to an increase in sales. Ideacto establishes clear and open communication channels to ensure an efficient workflow. The team is talented in a variety of service areas.

“They are passionate about design and optimization”

Ideacto's work was well received. The team ensures high quality work and honesty in charging for their services. Customers can expect an interdisciplinary team that will take care of the proper implementation of business requirements.

“We were pleased with their work every step of the way”

Thanks to IDEACTO's efforts, the client has seen a huge increase in leads, returning users and total users. The design is very impressive. Communication and strategy were very effective.

“What impressed me the most was how well they handled the in-house workshops”

The award-winning site saw a 46% increase in conversion rate, exceeding the expectations of the internal team. Ideacto is efficient and well organized, which ensures smooth operation. The team is creative and open to attention.

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How do we perform Google Analytics account audit?

Depending on the scope of work, the web analytics audit typically relies on our proprietary checklists verifying both basic and advanced Google Analytics account configurations. We also verify the accuracy of the recorded data and the correct implementation of goals and events. In the case of e-commerce web analytics, transaction tracking in the Google Analytics E-commerce Module is also checked.

Before investing in web analytics or conversion rate optimization, our clients often ask about its profitability. Industry research confirms the effectiveness of using CRO methods - 74% of such projects result in increased sales according to Marketing Sherpa research.
Additionally, Venturebeat estimates the average ROI from conversion rate optimization activities at 223%. Conversion optimization is not reserved exclusively for online stores. For example, McAfee reduced the number of call center contacts by 90% through CRO (source: Pixeline). Time magazine, by optimizing conversions, implemented the so-called infinity scroll and saw a 15% decrease in bounce rates (source: Poynter).
In projects carried out by IDEACTO, we also note significant results of conversion optimization. Optimization of the purchasing process at Vahiculum resulted in over a 200% increase in sales leads. Meanwhile, the redesign of the Nest Bank website led to an almost 50% increase in conversions.

We have experience in using Hotjar and Google Analytics software for optimizing the purchasing path. We collect data using Google Analytics and Google Tag Manager.

Depending on the scope of work, conversion rate optimization typically involves conducting A/B tests, recording heatmaps, and user session recordings. The result of the work is presenting a report along with expert recommendations.
User experience research conducted by our UX/UI specialists can complement the conversion rate optimization process.

Click tracking involves verifying which elements of the analyzed subpage on the website are clicked most frequently by users. The study can also include checking mouse movements on the screen and how far users scroll down the subpage (scroll map). We use Hotjar analytical tool for click tracking studies.

Visit recording - what is it?

As part of visit recording analysis, recordings of user sessions showing the actual user navigation in a specific process on the website are analyzed. The studies are conducted in Hotjar tool. User session recordings can also be used in the website redesign process.

A/B testing - what is it?

Through A/B tests, we present users with two different versions of the same subpage. There is also the possibility of testing combinations of multiple elements within a multivariate test (MVT). We conduct A/B tests using Google Optimize tool. A/B or MVT tests can also be used in the process of designing online stores.