Web analytics entails measuring, collecting as well as analysing web data. Through the process of analysing this information you will be better able to comprehend how effective your website is. With this information you will be able to optimise your website for improved usage.
Before starting to use any new tools, such as Google Analytics, it is important to understand the value and outcomes of the specific benefits offered by web analytics.
Monitor your visitors and users
Web analytics can provide key metrics and statistics such as visits, unique visits, bounce rates, top content, top keywords, referrer sites and traffic source.
Optimise your website
Once you have identified trends in user behaviour, you will have sufficient information to take actions like changing the content on top landing pages, changing or adding to the site’s navigation structure, adding additional calls to action on the home page or restricting URLs.
Formulate a sales and digital marketing plan
After analysing the web data, key insights can be drawn from reports which can have a direct effect on digital marketing plans. For example, online customer trends may help marketers to leverage a specific product or target a certain geographical location merely by analysing data to see the top traffic sources.
PPC campaigns may change keyword bids or email campaigns may highlight different products due to seasonal consumer trends. Even the frequency and time of day can affect the success of a digital marketing campaign.