To properly analyse your website data in Switzerland, you need to go beyond basic traffic numbers. Tracking the right KPIs, understanding your traffic sources, and interpreting user behaviour will help you optimise your digital performance. Here are the key steps to do it effectively.
1.To effectively evaluate a website, start by monitoring relevant indicators
Before considering making major changes to your site, it is essential to identify what works… or doesn’t. In Switzerland, every interaction is crucial, especially in a competitive market where the requirements differ depending on whether you are in Geneva, Zurich, or Lugano.
Carefully monitor your key performance indicators:
- The conversion rate, in order to determine if your visitors are turning into customers.
- The bounce rate, to identify the pages that don’t attract.
We assess genuine interest based on the time spent on the site and the number of pages viewed.
This information provides a solid foundation for understanding how your visitors interact with your content.
2.To evaluate the audience of your website, observe the origin of your visitors
You may be investing in natural referencing, social media, Google Ads, or newsletters… But are you really aware of the source that generates the most profits for you?
By studying the origin of your online traffic, you are able to focus your resources (including your budget) on the channels that perform best. It is crucial to optimize your digital strategy, whether you are active in French-speaking Switzerland, German-speaking Switzerland, or Ticino.
3.In order to understand your users, explore their journeys
What do your visitors do once they arrive on your website? Where do they click? Where do they drop off?
With the help of analytical tools, you have the opportunity to thoroughly examine user behavior:
- What catches their attention
- Where they graduate
- The pages that truly transform
This method gives you the opportunity to continuously optimize the user experience and identify conversion opportunities.
4.To conduct an analysis of your data, equip yourself with the appropriate tools
It is not necessary to have significant resources to get started. Here are some free and reliable tools:
- If you set it up according to Swiss standards (privacy protection, consent), Google Analytics
- Matomo, which offers the possibility of local hosting and increased data control
- Hotjar, to observe browsing behaviors
These tools are perfect for getting started with web analytics without needing to be an expert.
5.Leverage your data to optimize your performance
It’s good to gather data. It is preferable to use them wisely.
At Eminence, we support you in analyzing your statistics, optimizing your campaigns, and managing your growth in a structured manner — all while considering the Swiss context.
Do you want to see more clearly ? Do you want to gain more clarity? Request your custom web audit.
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