What is a Web Analyst?

The main responsibilities of a Web Analyst are to create procedures for data management, data analysis, web projects, data integrity and Web server security. Web Analysts usually work as part of a web development team. A standard 40-hour workweek is typical; however, there are times when project deadlines require working overtime, including weekends. The Bureau of Labor Statistics predicts 3 percent growth for all computer occupations, including Web Analysts, which will amount to 240,800 new jobs created through 2024.

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Web Analyst Duties and Responsibilities

A Web Analyst’s core duties are working with trend and data reporting, analyzing online marketing acquisition strategies, exploring new opportunities, being aware of website visitor behavior and experiences. Web Analysts should be able to analyze maintenance and web development costs. Someone in this position usually manages an annual budget that is allocated for software purchases and equipment. This role includes decision-making when it comes to purchasing new equipment and new technologies. Typical responsibilities include:

Managing Complex Systems

A Web Analyst maintains and modifies all types of complex systems and develops integrated subsystems. A person in this position guides users in formulating requirements, analyzes results and conducts feasibility studies. They should also be able to recommend the correct approach to solve the issues at hand.

Managing Software

This individual manages application software and application infrastructure in the assigned field. This can include installation, upgrades, tuning, link building and interfaces, performance monitoring and troubleshooting. A person in this role can also test, maintain and monitor system processes using different tools.

Recording Web Log Files

A Web Analyst must be familiar with the principles of how web log files capture data and what data is available. It is very important to record everything that happens and is a big part of Web Analysts job. This is one way to see what work has been done and keep track of changes and deal with any questions or problems that may arise.

Web Analyst Skills

Web Analysts should have knowledge of techniques and principles of Internet development, as well as the ability to analyze web models, schemes, integrated media and mock up drawings of websites.

Core skills Based on our analysis of job postings, employers are looking for Web Analysts with the following skills.

Interpreting web traffic data
Data visualization
Website dynamics
Integrates market research
Web analytics

Advanced skills If the individual acquires more advanced skills, it helps in landing the right position quicker

Multi disciplinary background
Understanding of traffic drivers
Experience with testing and usability
Presentation skills

Tools of the Trade Common tools used by Web Analysts include

Statistical Analysis System (SAS)
Statistical Package for the Social Science (SPSS)
Statistical regression models
Google Analytics
Spring Metrics
Clicky
Chartbeat

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Web Analyst Q & A

To provide a better picture of what a Web Analyst does, we talked to Brandon Schroth, a Digital Web Analyst forseoWorks. Here’s what he told us.

What are some of the core duties performed by a Web Analyst?

Some of the core duties performed by a Web Analyst include analyzing website analytics in order to make recommendations to improve overall website performance with the goal of increasing online search visibility. A Web Analyst also monitors and understands on-site visitor behavior and stays connected with new trends and strategies for optimization. In addition, a Web Analyst provides insights on data related to website traffic, bounce rates, funnel performance, conversion rates, and any other website related activity.

What challenges does this position face?

Search engines like Google are constantly evolving and adding new algorithms and updates that have the potential to cause website penalties. It is critical that a Web Analyst stays up to date on all current trends and changes in the digital landscape. Frequent training and research is required to stay ahead of the curve in this role. The ability to adapt will be key in this position.

What skills does this position use most?

A firm understanding of website analytics tools like Google Analytics and Google Search Console is necessary. Great communication skills are required in order to tell a detailed story to clients about their analytics. A web analyst should be able to understand data, relationships between data sets, and be able to identify and explain recommendations for improvement. The ability to present data visually in a meaningful way by knowing your audience is another great attribute.

What should someone consider before becoming a Web Analyst?

Do you find statistics and data interesting? When you’re browsing the Internet, do you have ideas about how to make a certain website better? Are you creative, technical and analytical? If you answer yes to these questions, a Web Analyst position could be the perfect job for you.

What type of person is successful in this job?

Someone who has great communications skills and can translate their insights and observations in clear and concise manner to teammates, upper management, and clients. Being able to naturally blend the technical side of things while understanding the user is very important. Critical thinkers who are curious, open minded, versatile will perform very well in this role.

What do you find to be the most rewarding about this position?

Web Analysts have a tremendous potential to transform and accelerate the growth of a business. New trends and evolving technology keep the job fresh because there’s never really a dull moment. Working with a variety of interesting people from different backgrounds is another perk that I find very enjoyable. Being paid well in a thriving industry with continued demand is also a great benefit.

Web Analyst Salary

Computer occupations, a category that includes Web Analysts, make a median yearly salary of $85,200. The bottom 10th percentile make a median salary of $45,300, and the top 90th percentile can make a $129,700 median salary. If relocating is an option, The Bureau of Labor Statistics reports that the District of Columbia, Maryland and Virginia offer the highest yearly median salaries – at $115,000, $106,000 and $99,900, respectively.

Web Analyst Resources

Do you want to learn more about working as a Web Analyst? The links below are excellent resources to help you get started:

On the Web

Conversionrater Blog

Discusses online advertising, web entrepreneurship and personal experiences in the workforce.

Web Metrics Guru INC Blog

Web Analytics, social media and education advice for individuals in the Analytics world, or those who are interested in pursuing a new career.

LunaMetrics Blog

Help with types of web analysis for industry professionals.

On LinkedIn

Web Analytics Professionals Group

Job insights and industry leader advice.

Numeric Web Analytics Group

Web Analytics professional network.

Books

Web Analytics 2.0 by Avinash Kaushnic

A book that addresses today’s business challenges when it comes to web analytics.

Math and Stats for Web Analytics and Conversion Optimization by Himanshu Sharma

This book describes the role of math and statistics in Web Analysis.

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