Web analytics can tell a story about your website’s performance and what your site visitors are doing. Specifically, we can find out:
- Frequency of site visitors.
- Visitor activity (such as duration on each page and website, also what links were selected and when they exited the site).
- Unique or returning visitors.
- Visitor demographics such as their geographical location and visitor type.
- Devices, operating systems, browser types and platforms being used to view the site.
- How the user got to the site (from another website or directly).
- Search engine keywords used to find the site.
This information is invaluable for the website owner to make key strategic decisions. This information can be used to shape a better user experience, which hopefully results into better customer engagement and business success.
Web analytic results can assist company staff at all levels to make better decisions. From executives, IT, sales and business developers, the analytic insights can make a significant decision making impact for every company.
Assumptions made using web analytics
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Confidence and Intent
Web analytics report where the site visitor has come from (search engine or other website) which can shed valuable information about the user’s intent for visiting the site. Marketing budgets should be used to amplify attracting the right target market who has the right intent. -
Unqualified website traffic
How much of the traffic is visiting the website with the correct purpose intended? Visitors can arrived to the site by mistake or other visitors may leave the site quickly when they can’t find the product or service they expected to find. -
Customer intent
What are your customer intensions and goals by visiting your site? Will they buy today or are they researching a product before making that purchase? Keyword web analytics can help determine their intent. -
Brand confidence
How much confidence does the site visitors have in your products, services or brand before they visit your site? Is the site visitor a loyal customer or is this their first experience with the brand? Has the site visitor found out about the brand through word-of-mouth or are they visiting the site as a result from a successful online and offline marketing campaign? -
Competitive environment
What is the company’s competitor landscape? How can the company use web analytics to differentiate their website from their competitors, attracting more customers and market share?
Web analytical tools can generate a wealth of data. For this data to become valuable information, it requires an expert to evaluate the results and utilize it as a reliable source of knowledge for any business decision-making process.
