Simply, Web Analytics analyse the behaviour of visitors on your website. They are important because once you have obtained and analysed this data, you can now see what your customers are doing on your site and what purchases they make. You can then use this information to attract new business, retain current customers or increase how much they are spending.
You can track anything from the location they access your website, what new products they may like in future, and promote specific products that they may buy. This research gathering is used by many types of analytic software including the most popular Google Analytics.
Analytic tools such as Google Analytics record the size of online audience, location, how much time they spend, performance of online marketing and what people do once they visit the website. They are different from conventional internet monitoring such as traffic hits and look at data as not just how many people are using your site, but who these users are.
What exactly do Web Analytics measure?
Goals: What are your objectives in your business? If you would like to sell more, then you have to set a target for your campaigns. Analyses will let you see if this campaign has reached its targets e.g large email campaigns, which users lead to sales? You can measure the data that is appropriate to your desired outcome.
Conversions: Not only can these tools measure sales they can also monitor customers, through behavioural indicators, who came close to the sale but did not buy. Allowing you to follow up with content or ads that can attract them again.
Tracking your Social Media: You can use analytic tools to track content on your social media websites and see who is talking about you, and ‘liking’ content on your Facebook or Twitter pages. Or track users using other content such as playing a video you have posted.
Referrals and Searches: You can receive very valuable data on ‘referrals’ (links from other sites to yours). For instance, if your product/service has been reviewed on another site, you can track what users did after they read this review. Did they come to your site?
Search Engines measurements may show new keywords or questions people are using in relation to your site that you were not aware of.
At evolve we believe these are just some of the many things that different digital analytic tools can offer. Some give you specific measurement tools, such as users gender, social ranking while others offer more details on counters and conversions.
It can be difficult and overwhelming when beginning those tentative steps in embracing these tools, and some research is needed to see what best suits your business. But remember, these tools give highly valuable information about your customer.
It can transform your business so it is worth taking a bit of time to understand them and get in the habit of measuring your web traffic everyday.