Web analysts work in a relatively new position in multiple industries. Their primary duty is to assess the efficiency of the website a company uses to represent itself as well as the applications it uses for and on that website.
Web analysts work primarily with numbers and computer programs to determine how productive a company's website is and how it may be improved. They use software that draws and provides statistical information about website visitors. This includes the parts of the site users visit the most, which areas of a website create the most revenue, what needs improvement, as well as the kinds of demographics the website is reaching and attracting. Web analysts may work alone or on a team depending on the size of their employing company. They may report to a head of business development or a director of information technology. They generally work in an office setting, and their work hours are usually the standard business hours of Monday through Friday, 8 or 9 a.m. to 4 or 5 p.m. Some may work during the evening or over weekends if there is a deadline to be met.
The educational requirement for web analysts are usually at least an associate's degree in web development, and often times they require certification in the field. One of the primary certifications is a Certified Internet Web Professional which requires the completion of a particular course/training program. Experience in the field is preferred for some positions, but some web analysts may be hired directly out of college or a certification program.
Web analysts are instrumental in discovering what is productive and what is not on a company website. They use their tools to improve on web-based information and in return have an effect on the profit of the company for whom they work.
Web Analyst Tasks
- Recommend website changes to improve customer experience and business results.
- Use web analytics and other tools to derive business decisions from click-stream data.
- Analyze website design, usability, structure, and effectiveness using behavioral analysis, data mining, customer segmentation, performance measurements, monitoring, and other statistical methods.