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Tools for analytics and conversion increase: Recommendations of experts of the RuNet



One of the most popular posts on our blog was a selection of 37 tools to increase conversion and sales growth. Readers in the comments asked to make another similar publication with a list of tools that are better suited for the Runet market.

We decided that the best way to tell about the most effective means will be the specialists who daily apply them in the work on real projects.
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Aida Legrand, co-founder and CTO Witget

It's no secret that Google and Yandex have long won the hearts of analysts, and we are no exception. In addition, we have an internal contact counting system for cohort analysis. Which, by the way, appeared long before Google. Data in the old manner we take into account in Excel-tables. Over the 2 years of the startup’s existence, many methods of promotion and attraction have been tried; we consider the context, cross-marketing and the development of partnerships to be the most effective. To "process" traffic, we use whip . So the shoemaker in this story is strangely enough with boots.

Maxim Yurin, partner of SMM-agency Little Big Agency

For analyzing the results and adjusting work on SMM projects, we primarily use the internal tools of the social networks themselves (Facebook Insights and VK statistics), for Instagram, the Iconosquare service.

In 90% of cases of this statistics, plus, a few hours of work of a specialist on its analysis, the formation of conclusions and recommendations is quite enough.

Sometimes (when the groups are very voluminous), we additionally use third-party services (mainly JagaJam.ru ) - it allows you to collect more metrics and statistics, arrange everything neatly.

In any case, I believe that the main thing in analytics and increasing conversion is not the services and tools that you use, but the skills and intelligence of the analyst himself. A good specialist will make useful conclusions and provide recommendations, possessing just a simple internal statistics of the main social networks.

Victor Shelike, Head of Sales Department, Megaplan

The main and favorite tool is the brain. In order to sort everything out at the initial stage, I make so-called “mind maps” - mind maps. The most convenient online service that met - mindmeister.com .

And the main work is usually done in Excel, but in order to present the result more clearly, we actively use the infogr.am service. Nice looking graphics and histograms that can be shared with colleagues.

Nikolay Khlebinsky, co-founder RetailRocket

A tool to increase the conversion of an online store will advise one - RetailRocket. This is a personalization system that analyzes the behavior of visitors to an online store and at the right time makes interesting offers to them, helping a larger proportion of users find the right products.

There are two recommendations for analytics of online stores:

  1. Google Analytics : This is the most powerful web analytics tool in the world, and is free of charge. For him, there are many extensions and integrations with third-party software (for example, I prefer the Analytics Canvas program to quickly obtain data from API GA and its very fast processing), allowing you to quickly solve very complex problems.
  2. The second recommendation is not to use fashionable tools for A / B tests (Visual website optimizer, Optimizely, etc.) on serious projects. Why and what can be used instead of them (again, for free) - it is written in detail here .


Alexey Shtarev, Executive Director, SeoPult

Effective promotion of products and services leads to an increase in conversion. In addition to SeoPult, I can recommend additional services for high-quality SEO promotion:



Vitaly Yagodkin, co-founder of Perezvoni.com

Everyone understands that analytics is necessary, but few use it. The reason is that a tool like Google Ananlytics allows you to track almost all the data, but it's not so easy to figure out how to set it up.

To track the sales chain, of course, we use our own widget . With it, you can analyze where the user came to the site, what target request led him, determine the most promising visitors (based on the engagement score ).

We are also integrated with Google Analytics to track the sources of advertising sites up to the announcement by utm-tags.
For start-up companies, I recommend Yandex.Metrica as a mandatory analytical tool that allows you to easily track site traffic and conversion.

Konstantin Kalinov, CEO Aviasales

Brain + own development. ( Ed.: You can read more about the approach to analytics in Aviasales in this interview with Konstantin )




Sergey Egorushkin, Marketing Director, Plumbing Online Store

For analytics, we use traditional tools: Google Analytics, Yandex.Metrica , Excel and other tools from this series. We use head and A / B tests to increase conversion.



Dmitry Kabanov, co-founder of the studio of IT content Rockin'Robin

We create a wide variety of content, but most often - these are articles at various sites. We collect statistics on these publications using our own analytical services of the sites (if available), and using more primitive tools like Bit.ly (as you know, adding “+” to such a link will open statistics on it, for example - bit.ly/1CVC3gY+ )

In addition, we use various practices to improve the usability of the landing pages we are working on (for example, from Jeff Sauro ).

Natalya Sturza , heading Growth Hacks in Zuckerberg Call

In order to increase the conversion, you first need to collect it, and in order to collect it, you need to set up an analytical tool on your resource. The choice of tool and how to work with it depends on the complexity of your product.

I only worked with the web, but these were always projects in which there is a dedicated development team setting all the scripts and events. When it reached 5-10 small tasks per day, I decided to master the Google Tag Manager (GTM), through which you can put both Google Analytics and Yandex.Metrica and a bunch of other tools.

GA was used very deeply - UserID, ClientID, setting goals, events and parameters. Yandex.Metrica as clickmap and webvisor only. When you are not a developer, and even though I have such a background, I would not risk venturing into the project code, GTM is a great tool. Configure the same events, parameters, order of execution of tags, containers ... You start debugging in your browser and only then roll out the version of the container with your latest settings.

Analytical tools are used to search for holes from which users fall out. Further, in GA, albeit through * op, but a bunch of funnel reports are being configured, reports for themselves, where all these holes are visible.

To optimize through A / B testing a year ago, I was looking for a versatile, easy and convenient online tool. I tried a dozen on real RK and different projects, the result is described here .

Now I use only GA Experiments , although it is more difficult and it is necessary to attract developers to it, since GTM does not have this functionality yet, but Google promises to realize this possibility.

Here is the most simple case for identifying and prioritizing hypotheses and conducting MVT testing.

Consolidated list of tools from experts



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What analytics and conversion tools do you use?

Source: https://habr.com/ru/post/289350/

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