The Optimized Web

Wayfair is one of the top online retailers and is a data-centric company. The use of proprietary web analytics combined with data across every channel gives insight for data-informed decisions. Even with the use of proprietary software for data collection, Wayfair’s SEO team free shares their knowledge and experience publicly. They share knowledge through guest blogs, and resources for other SEOs to check search engine ranking factors on their sites. Wayfair analysis and optimizes every part of their websites to ensure that they not only appear in relevant organic search, but their paid search ads are related to the search as well. Proprietary Web Analytics Web analytics is a big deal for Wayfair, as they built their propriety systems for data collection and analytics to inform every decision on either the web or offline. Wayfair uses their search marketing platform, Athena, to improve the reach of their customer search keywords and is the reason for their search marketing success...

When thinking about website analytics the top of mind analytics source is Google Analytics. Rethinking analytics with Crazy Egg can help discover new insights that may not be as evident with Google Analytics. Crazy Egg has truly visual dashboards that offer user interaction data in a way that marketers can see. User experiences can be tracked and even recorded for review to help developers improve the design of web pages. Scroll Maps can show the marketer how far users get when reading content on a page. Crazy Egg gives the ability for non-developers to change elements within a page for easy A-B testing. Easy-to-understand and straightforward reports and dashboards with Crazy Egg allows for user data to inform with just a glance. Heatmap Crazy Egg has created a dashboard report that uses technology to color code areas within a webpage that have the most interaction. Clicks throughout a page can be viewed in the heat map reports to see every element and region on a page that is c...

SkyGlue is an add-on to the use of Google Analytics that allows expanded data collection from user interactions. With the addition of a small snippet of Javascript on a website, SkyGlue provides for the tracking and reporting of user interactions within a webpage. Google Analytics is limited to tracking the navigation of the user between pages. SkyGlue allows data to be collected from interactive features on a single web page to see how a user interacts with the content. After inserting the SkyGlue code, there is the ability to customize the data collected from events and interactions on a page according to the needs of the website. Pinpointing and tracking users occurs through multiple website sessions using SkyGlue. Data collected can be incorporated into the CRM effort of the company and correlated with targeted users. The data collected can identify the exact action a user takes when they drop from the site. The added data from SkyGlue allows for identification of elements that...