“Get the grips on what is going down on your website.”
Website analysis is related to investigating, monitoring, and analyzing data gathered in the form of anonymous traces that visitors left when they visited your website. Appropriate actions can then be taken based on the results from the distilled data to improve areas such as customer experience and quality of traffic. Website analysis is a means for measuring and improving your website’s performance.
The amount of possible metrics in website analysis is often overwhelming, and although everything cannot be measured there is most likely something that can be done for any given question related to your website’s performance. There is no need to process everything, and it is generally best to begin by defining core metrics that give you an overall image of your site’s performance. Web metrics are then tailored to suit your specific needs. In bigger corporations this can be done not only on a company level, but on an individual level with people responsible for different tasks within your corporation.
Goals form the basis for the analysis as they allow not only to view general statistics, but to monetize online behavior. It is not always a straightforward process to identify suitable goals, but this is crucial for gaining insight on your site’s performance. If the term goal in this context is unfamiliar to you, the most straightforward way to define an online goal would be to assign a goal to the purchase of a product on an e-commerce site. However, even if you are not selling anything directly on your site, rest assured that other goals can be identified. This is crucial in order to assess the page-value distribution over your website among other things.
Why Web Analytics?
Web analytics may be a term that you came across of when you noticed that your site is performing inadequately. Chains of events can be studied to determine bottlenecks on your site. It is true that web analytics help to track errors on websites, but more importantly it can be used to improve site performance by understanding the needs of your visitors. Website analysis can also give you invaluable information such as what visitors are looking for on your page. Maybe there is some product or service that you aren’t offering but people continuously arrive at your website looking for it. Perhaps this information could enlighten you about new business opportunities? The same information can be used to strengthen your marketing efforts both online and offline by targeting the right audience. Web analysis is an extremely effective way to gather this type of insight about your customers. Couple this information with online marketing in the form of search engine optimization or online advertisements and you have a powerful arsenal to reach your most valuable customers.
Key benefits of Web Analytics
+ Gain insight about what your customers want: identify new business opportunities
+ Use the results to your advantage in online marketing
+ Use the results to your advantage in traditional marketing channels as well
+ Discover visitor segments
+ Monitor your site’s performance with key metrics that support your specific needs
+ Track bottlenecks on your site. E.g.: perhaps people actually are willing to purchase your products but you aren’t offering the right payment methods?