Win over your connected consumers through comprehensive web analytics.
Today, Web interactions between commercial businesses and their customers take place via e-commerce stores, customer service sites, interactive real-time chat, e-mail, social media streams etc. These interactions are as important, if not more so, for a business’s growth as customer touch points through traditional channels.
Web analytics is the measurement, collection, analysis, and reporting of these interactions for the purposes of understanding and optimizing Web usage. It helps in analyzing website traffic data to understand user behavior on your website, so as to improve the user experience and conversion rate.
Web analytics is necessary to determine whether or not you’re hitting your objectives. Additionally, it can be used for future development of your web strategy, so you can ensure a continuous improvement of the user experience on your website.
What Data is Most Important?
Ideally, it depends on the kind of business you’re running and what you want to achieve through your website, but as a general rule the below data can be considered for a good overview of your website usability, traffic sources, visitor profiles and conversion statistics.
- Page views
- Time spent on your site
- Click map
- Click paths
- Referral websites
- Referral search engines
- Direct visits
- Offline campaigns and dedicated URLs
- Online campaigns and tracked links
- Geography of visitors
- New visitors
- Returning visitors
- Sales and conversions
- Exit rates
Why it is important for Companies to use web analytics
Web Analytics define your online strategy: Thorough usage of analytical data provides a greater understanding of the users on a website. This understanding of users is crucial to develop an online strategy for any website. Whether your goal is to customize the website according to the user’s needs or to get users to change their behavior, what’s important is to know how the users use the website right now. This allows you to optimize your online strategy and define future goals.
Ongoing Analytics help set goals and objectives: Web analytics is a cyclical process that should run concurrently with the ongoing development and optimization of a website. It’s therefore important to constantly analyze and document how user behavior changes when making improvements on a website.
Improve site design and user experience: With the help of website analytics, it is easy to find out how users interact with your website and then improve design and functionality.
Understand your website’s traffic: Businesses need to identify the most profitable sources of referral traffic in order to determine where best to invest marketing efforts and budget.
Track mass user activity: Using web analytics allows business to measure how users interact with specific elements on each page in groups. These analytics won’t tell you about individual interactions but they will show you how users in general respond to specific calls to action and marketing messages.
Perfect way to measure success: If you aren’t using a web analytics tool there’s really no way of knowing whether you’re moving closer to your goal or further away from it. This is just one reason that ongoing analysis and documentation of changes in user behavior is critical to running a good website that meets the company’s online strategy. Another benefit is that web analytics and documentation of the user behavior is a powerful tool for demonstrating the ROI of developing the website and securing funding for further improvements.
Sometimes it does happen that you’re not getting to where you want to be in terms of sales fast enough – but this should not mean the end of the world and closing down of your online storefront. It also doesn’t mean to sit silent and wait for some catastrophe to take place. The storefront. It also doesn’t mean to sit silent and wait for some catastrophe to take place. The best way in this scenario would be to check your map, though. And as far as your business website is concerned, your map is your web analytics.
For your website to work to your advantage, to gain a good flow of traffic and to turn your visitors into sales, all you need to check is your map regularly. With this you can ensure that you’re on the right track and can help your website to be the best it can be.