Web analysis

Web analysis is a crucial part of online marketing and part of the optimisation of a business digital platforms, such as; website, app and social media. An understanding of user behaviour on a site is crucial to be able to optimise digital activities and to best manage a business marketing budget.

Basically, web analysis is an understanding of online behaviour. It is also about gaining insight in digital trends, patterns and user behaviour based on data. By gaining insight in the behaviour and needs of target audiences both before, during and after they visit a website (or other digital platform), you can better understand how the user experience can be optimised to maximise results.

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Why is web analysis important?


  • It creates an understanding of user behaviour and user experience.
  • A web analysis will provide you with the opportunity to increase sales without increasing the budget.
  • A good understanding of the user creates a basis for better utilisation of the marketing budget.
  • A web analysis can support digital activities performed in interaction with activities offline.

Tools for web analysis

It is good to use several tools for web analysis, this will give you better insight into user behaviour. We recommend installing Google Tag Manager on your website or app to give you more flexibility. By using Tag Manager you can quickly and easily work with tracking without involving IT or developers. 

Google Analytics is the main tool for many companies when they analyse their site. You will here gain insight into what landing pages the user visits and how long they stay on the page, amongst other things all depending on how you set up Analytics. You can also view what traffic sources that generates traffic and conversions such as; sales in the webshop, leads, video views and downloads. 

If you want a visualisation of how the user interacts on the platform a heatmap can be a good tool that is simple to read and understand. Hotjar and Crazy Egg are examples on heatmap tools that can be used when working on web analysis.

Digital advertising and data insight

When advertising in digital channels you automatically get access to large amounts of data. Google Ads, Facebook,  Instagram, LinkedIn and Snapchat are all channels where advertisers get access to valuable data insights. This data can then be compiled with data from the website and used both for optimising results and to target ads to people who have shown interest in your product or service.

SEO and search behaviour

Collected data from website visitors is used in SEO work. To gain insight in user behaviour you can for example do keyword research in combination with analysing data in Search Console, Search Metrics or BrightEdge. These tools collect insights that can be used in a web analysis.

At Kvantum we base our work on data and a web analysis is therefore an integrated part of our routine and process at the agency. Our work is data based because this is how we see the best results. You are welcome to contact us for more information regarding a web analysis. 


Here are some of the Nordic and international clients we work with daily.

Decadent E-commerce case

Decadent Copenhagen
Service: SEO, Google Ads & Shopping
Market: Nordics & Germany

Tres Bien E-commerce case

Très Bien
Service: Google Shopping & Google Ads
Market: Sweden, UK, Germany, France & USA

NN07 E-commerce Case

Service: Google Ads, facebook & Google Shopping
Market: Nordics, UK, Germany, Belgium, France, Luxembourg, Netherlands & USA

Sun Buddies E-commerce case

Sun Buddies
Service: Google Shopping & Google Ads
Market: Sweden, UK, Germany, France, USA, Australia & NZ

Maria Black Jewellery E-commerce Case

Maria Black
Service: SEO, Google Ads, Google Shopping & Facebook
Market: Nordics, UK, USA, Germany, France & Australia

Do you want to know more about becoming a client at Kvantum? Are you representing an E-commerce retailer who would like to sell to the Nordic Market? Do you need help advertising in digital channels or would you like a better placement in the Search result on Google? Kvantum is here to help you. Please contact us so we can discuss what result we can help your business achieve.

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