Website analytics can be defined as the process of collecting, processing and analyzing of the website data in order to determine the effectiveness of the marketing campaigns and to identify the problems and the solutions to create more profitability and sales for the business.
Every business becomes successful if they are able to understand and utilize the data provided by customers, competitors and the partners. With several metrics used to draft reports on the analysis of the website, the marketers should take immediate action for better results.
What are Website Analytics Used for?
Here is a list of uses and benefits of using website analytics for any business.
Identification of Target Market
For every marketer, understanding the visitors and their needs is the most important for conversion optimization. Using website analytics, we can figure out the current market demands and how it varies with geographic location.
After identification of the needs of the marketer, you can track the volume of visitors and the performance of the business related to demographic data. The demographic details include name, age, gender and interests of the visitors. Web analytics also help in identifying how long the visitors spend on the website.
Number of Visitors
Visitors count refers to the number of people visiting the website and the number of times they visit the website. It also helps in determining the times a visitor returned to the website and which pages were given preference by the visitors.
It also determines the time that visitors spend on the web page, helping in identifying how engaging or effective the web page is. This information helps in improving the pages and lowering the bounce rate while indicating pages with high engagement rate and number of clicks on the products or services.
Identification of Exit Pages
Bounce and exit are two different terms with different measures and metrics for a business. They should not be confused as the bounce term is used when a visitor visits a page and leaves the same page, while exit refers to a visitor visiting multiple pages on the website, and then leaving the site.
Some pages tend to have high exit rates such as the thank you page on ecommerce sites or pages that are undergoing some issues and need to be looked into. Analysis of those pages should be done in order to understand why the page has a high exit rate.
Measuring Web Traffic
While web analytics measures the number of viewers visiting the website and what brought the visitors to the website including the keyword or the search products or services. It also shows the number of visitors arriving at the website through different sources such as search engines, emails, social media promotion or display ads.
It also measures the number of conversions through each of the following. This important information helps in determining the best channel for the business, and how they should enhance it for more results.
Tracking Bounce Rate
Bounce refers to a visitor visiting the website page and leaving the same page without any call to action or without clicking any further links or landing pages. Bounce rate is calculated by dividing the total bounces by total number of visits on the website.
Having a high bounce rate means visitors are confused on the website and they cannot find what they are searching for. In order to improve the bounce rate and the website journey for a visitor, the marketer should keep a track on the bounce rate of each page and any page with a high bounce rate should be improved for better. This is a great advantage of using web analytics.
Marketing Campaigns Optimization
Google provides a tool called URL builder which helps in creating a custom tracking code called URL for any link to the website. It enables the marketers to measure the performance of the campaigns and which campaigns drove the most visitors.
It leads to the alignment of resources in the right channel and campaign. Resources which are aligned properly have high return on investment. Having complete knowledge of what is working best and what not for the marketer, helps in investing time on optimizing the right strategies and dropping the strategies which aren’t working.
Introducing New Products & Services
As customer data is key for any website and business, using the website analytics and businesses with big data analytics tools think of everyone as a competitor. From big to small business, mostly every business uses the Google Analytics tool to enhance the performance of their website.
Through this, you are able to identify the best keywords, age, demography details and customers on Google looking for your products and services and customers who visit your website. After analyzing the demand, you have the chance to introduce new products and services for the people interested and ranking for those keywords.
Predicting Future Demands
The main goal of website analytics is to predict the future of the business using the current data available through user’s behavior on the website or any data analytics integrated application. To create future, you need to look back and connect the dots.
That is exactly what website analytics does. It connects the user behavior dots and position it on a place where you are able to take the next life changing decision for your business as a marketer.
As website analytics help in identifying target audience, improving bounce rate and increases ROI by aligning the resources to the right channels, it is extremely important for a website to track their progress for future growth and more profits using different reports generated by Web Analytics. It not only helps in seeing day to day data but also the trends changing over time.
Try using Web Analytics the right way and let us know if it helped your business to grow and follow the right path to success!