The online competition keeps intensifying. Data compilation and comprehension alone is impossible due to the countless metrics and data sources. Besides, the information overload has influenced and confused so many users that website owners pull all stops, or rather tools, to understand the most critical part of the business equation – the users. An irresistible looking website is a great step for establishing a consumer base, but it might not ensure the same. You need Web Analytics tools to dig deep into user behavior and come face to face with the aspects of your site that are not user friendly and that promote a negative image of the website, product and even the brand.
Web analytics helps you identify the critical factors that affect website popularity, and ultimately the conversions. Some of the key performance indicators (KPIs) are-
• Number of User visits
• Clicks
• Interactions
• Pages viewed
• Downloads requested
• Forms started and completed
• Visits from a particular source
• Where the users go after being on your site
• Time spent
How does Web Analytics help you?
In addition to identifying and managing the above KPIs for online success, web analytics provides a greater picture of the overall performance of your website. Following are some key areas where web analytics proves to be a life saver in the present, fast-paced competitive market. Web analytics can help you
• Identify the gaps not only in your website but also in your online and offline marketing campaigns.
• Discover the weak campaigns while strengthening campaigns that drive the most traffic, leads, and customers.
• Understand the user behavior and user needs, and provide a roadmap to fulfill them accordingly through modifications to specific areas of your website.
• Utilize the page-level visitor interaction data to convert users much more efficiently through the identification of areas that users interact with the most and the ones that cause them to leave the site.
• Identify and interpret the large amount of data that would have otherwise been unmanageable and incomprehensible.
• Recognize the exact areas to which you must apply your resources, energy and time.
• Figure out the most popularly used search terms on your site and bring changes in your keywords and content accordingly.
• As a business owner, optimize and manage your online marketing investments.
This quantification of user behavior greatly assists a web developer and website owner to aggregate, report and visualize large volumes of data. Google Analytics, OmnitureSiteCatalyst, and Webtrends are three prominent web analytics tools that help streamline a website according to user behavior and contribute to its smooth functioning.
Web analytics would lead to enhanced visitor acquisition activities and an increase in user visits, site usability, user experience and customers. The process of web analytics is completely focused on the users and makes the layout, content, design and the entire architecture of the site customer-centric.
According to a recent survey, most organizations are not able to utilize around 50 to 75 percent of their overall business data, which leaves a huge room for improvement for organizations striving to stay ahead of their competition.
