Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. It’s used as a tool for market research and to assess and improve the effectiveness of a website. [wikipedia]
The most popular web analytics tool is: Google Analytics. Here you are its most popular metrics:
When we focus on a web catalog or web shop, the site search feature acquires a maximum relevance. Let’s take a deeper watch on this important functionality.
Site search is a functionality provided by a website in the form of search box through website visitors search the website for products.
Search analytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. [wikipedia]
The specific site search analysis feature available in Google Analytics to perform search analytics, covers perfectly our needs when what we want to analyze are text searches. However, when our search engine is an auto parts search engine, our analysis needs became much more complex.
Market Expert is a demand analysis platform able to analyze auto parts searches. Let’s see what are the benefits of it for search analysis and how can complement site search analysis of Google Analytics:
As we see, when we need to analyze auto part searches, Market Expert provides us insights at product level that allows us to analyze and improve our product range (product demand analysis and top product solutions not found) as well as the results of our search engine (missing cross-list).
In this case we can say clearly that union makes strength: Google Analytics + Market Expert.
Market Expert: Demand-driven analysis platform for automotive aftermarket parts.