Drive a 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 their website users. The REAN model, standing for Reach, Engage, Activate and Nurture, appeared 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 Website performances using Web Analytics. The main research objective is to establish a list of optimization actions (based on academic papers, official sources, white papers and best practices) to be implemented, and to test if those actions had a positive impact on the website performance. Preliminary findings from this research-in-progress paper may assist managers on: 1) how to attract new visitors in order to expand traffic, 2) how to transform visitors into users, and increase registrations, and 3) how to build a loyal audience and make visitors come back