Driving Website performance using Web Analytics: A Case Study

With the introduction of Web Analytics into Web Marketing, organizations now have the opportunity to measure, track, and analyze the behavior of website users. The REAN model, standing for Reach, Engage, Activate and Nurture, appears to be the most relevant model to plan and measure activities. This model is used to set goals, objectives and define metrics in order to improve a website’s performance using Web analytics. Based on academic papers, official sources, white papers, and best practices, the main research objective of this paper is to establish a list of optimization actions to be implemented, and to test if these actions have a positive impact on website performance. Preliminary findings from this research-in-progress paper may assist managers on: 1) how to attract new visitors to expand website traffic, 2) how to transition visitors to users with an increase in registrations, and 3) how to build a loyal audience with repeat website visitors.