April 7, 2015 at 20:20

Tools for analytics and conversion increase: Recommendations of Runet experts



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

We decided that it is best to talk about the most effective tools will be able to specialists who daily use them in work on real projects.

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 accounting system for cohort analysis. Which, by the way, appeared long before Google. The old-fashioned data is taken into account in Excel tables. Over the 2 years of the startup’s existence, they have tried many methods of promotion and attraction, we consider the context, cross-marketing and partnership development to be the most effective. We use widgets to “process” traffic . So the shoemaker in this story is oddly enough with boots.

Maxim Yurin, partner of the Little Big Agency SMM agency.

To analyze the results and adjust work on SMM projects, we primarily use the internal statistics tools of the social networks themselves (Facebook Insights and VK statistics), for Instagram we use Iconosquare .

In 90% of cases of these statistics, plus, several hours of specialist work 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, and arrange everything carefully.

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 draw useful conclusions and provide recommendations, having just simple internal statistics of the main social networks.

Victor Shelike, head of sales department " Megaplan "

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

And the main work is usually carried out in Excel, but in order to present the result more clearly, we actively use the infogr.am service . Nice looking charts and histograms that you can share with colleagues.

Nikolai Khlebinsky, co-founder of RetailRocket.

An online store conversion conversion tool. I will advise one - RetailRocket. This is a personalization system that analyzes the behavior of visitors to the 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 online store analytics:

  1. Google Analytics : This is the world's most powerful web analytics tool, which is also free. There are many extensions and integrations with third-party software for it (for example, I prefer the Analytics Canvas program for quickly retrieving data from the GA API and its very fast processing), which allow quickly solving very complex tasks.
  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, CEO of SeoPult

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

  • Rush-analytics.ru : great for grouping search queries;
  • Copyscape.com : a tool for analyzing the uniqueness of content;
  • pr-cy.ru : quick and free audit of any site;
  • XnConvert : a utility for "unique" images;
  • liked.ru : a service for working with social indicators (likes, sheyrs, etc.).


Vitaly Yagodkin, co-founder of Perezvoni.com

Everyone understands that analytics is necessary, but few people use it. The reason is that such a tool as Google Ananlytics allows you to track almost all the data, but its configuration is not so easy to figure out.

Of course, we use our own widget to track the sales chain . With its help, you can analyze where the user came from, what targeted request brought him, determine the most promising visitors (based on engagement points ).

We are also integrated with Google Analytics to track the sources of advertising sites up to the ad using utm tags.
For start-up companies, I recommend Yandex.Metrica as a mandatory analytical tool that makes it easy to track traffic and site conversion.

Konstantin Kalinov, CEO of Aviasales

Brain + in-house development. ( Ed. note: you can read more about the approach to analytics in Aviasales in this interview with Konstantin )




Sergey Egorushkin, marketing director of the Plumbing Online store .

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



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

We create very different content, but more often - this article on different sites. We collect statistics on these publications, both using our own analytic services of the sites (if any), and using more primitive tools like Bit.ly (as you know, if you add “+” to such a link, statistics on it will open, example - bit.ly/1CVC3gY+ )

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

Natalya Sturza , the leader of Growth Hacks at Zuckerberg Calls

In order to increase conversion, you must first collect it, and to collect it, you need to configure 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 have always been projects in which there is a dedicated development team that puts all the scripts and events. When it came to 5-10 small tasks a 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 only as clickmap and webvisor. When you are not a developer, and although I have such a background, I still would not risk getting into the project code, GTM is a great tool. Set up the same events, parameters, order of execution of tags, containers ... Run debugging in your browser and only then roll out the version of the container with your last settings.

Analytical tools are used to find holes from which users fall out. Further, in GA, though through * opa, a bunch of funnel reports, “for yourself” reports are configured, where all these holes are visible.

For optimization through A / B testing, a year ago I was looking for a universal, simple and convenient online tool. I tried a dozen on real RCs and various projects, the result is described here .

Now I use only GA Experiments , although it is more complicated and has to be attracted to developers, since GTM does not have such functionality yet, but Google promises to realize this possibility just about.

Here representing the simplest case the identification and prioritization of hypotheses and conduct MVT-testing.

Expert Toolkit



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