0405123696 petra@web-data-analytics.com

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I’ve recently finished reading Simon Sinek’s great book called Start With Why and it has helped me to better express what it is that we do for our clients, and most importantly, why we do it.


We strongly believe that online retailers of all sizes should have the opportunity to use technology that the big companies use to grow their sales online.

[socialpug_tweet tweet=”Online retailers of all sizes should have the opportunity to use technology that the big companies use to grow their sales online.”]

Why is that our Why? Is there a story behind it?

When the idea for this business came to me I was sitting in a meeting with several data scientists and as usual we were discussing how to use and interpret so much data. It was a big business. For over a decade I had been working with data for big corporates in the defence industry, the logistics industry, the education sector, and in fraud detection for government, but what I had personally been interested in during that time was small to medium-sized business.

Partway through this meeting it suddenly occurred to me that what I was doing was directly applicable to smaller businesses and how they sell products online. By narrowing our focus on online retail we could achieve more with less.

I discovered a new field of online marketing called Conversion Rate Optimisation (increasing sales without increasing traffic), and studied it extensively. I then put my own twist on it as I wanted my business to develop from my unique skills in software development and data analysis. These skills enable planned and insightful decisions based on real data rather than randomly testing ideas.

Personally, I feel really excited every time I learn about how a business I work with has become so much more profitable!

Now that you know why, this is how we achieve it:


  • We collect accurate marketing and website data and analyse that data to find sales growth opportunities
  • We incrementally grow your conversion rate and increase sales from the same amount of traffic
  • We continually seek education in the area of sales growth for online retailers
  • We strongly believe in work-life balance for all staff, so that you’re only paying for refreshed and alert people to look at your data (This is important! People who are highly sensitive to details need downtime in order to give you their best insights)
  • Our ongoing packages start from as little as one hour a month and can be extended according to your needs


We are a Conversion Rate Optimisation agency. Conversion Rate Optimisation enables you to grow your sales without more traffic.

The services we provide include:

  • Quantitative and qualitative data analysis
  • Reporting
  • Split testing / A/B testing
  • Remarketing
  • Personalisation
  • User experience testing
  • Training and education

The tools and technologies we use to do this include:

  • Google Analytics
  • Google Tag Manager
  • Google AdWords
  • Google Optimize
  • Google Data Studio
  • Online advertising and social media platforms
  • ECommerce platforms
  • Marketing automation platforms
  • We can write custom code to link the actions your visitors take on your website with your sales and marketing tools

There are so many opportunities to grow your online sales by growing your conversion rate. It doesn’t have to be expensive as you can start small. The most important thing is that you get started with increasing your sales from your website and then that momentum can build upon itself and return your investment many times over.

Would you like to talk to Petra about increasing sales from your online shop? If so, I’d be more than happy to chat with you. Send me an email to petra@web-data-analytics.com.

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020