Web analytics is the process of collecting, analyzing, and measuring user data across websites. Businesses can use web analytics tools to collect and analyze information to improve the effectiveness and usability of a website. Website analytics can be divided into on-site and off-site web analytics.
Web analysis involves collecting data, processing the data into information, developing key performance indicators (KPI)s, and formulate SMART (simple, measurable, achievable, realistic, and timely) goals for your website.
Web analytics has changed the way websites are developed and analyzed. The web analytics analyze different types of web traffic data such as:-
• Visits in a given time frame
• The number of new visitors
• The number of pages viewed
• Average duration spent on the website
• The ratio of new to recurring visitors.
Web analytics can reveal the effectiveness of different sources. Common sources are direct traffic (when the user types the URL), referral links (links from other websites), search links, and campaign links.
Web analytics is an invaluable tool for businesses to identify visitor’s interests. It helps to discover market interest, market segmentation, analyze the latest market trends, and predict the changing behavior of visitors.
Web Analytics is a powerful tool to improve your profitability and the advantages are:-
Measure online traffic - Web analytics is an invaluable tool that helps businesses track how many visitors are on their website at any given time. Find the location of the visitor, their demographic profile, their interests, and how much time they spent on your website.
Track bounce rate - The bounce rate is the percentage of visitors who leave the website without interacting with it or visiting other pages. Websites with a high bounce rate it is unlikely to produce viable leads, sales, or conversions. It is important to analyze and improve user experience and the quality of the content.
Optimize and track the effectiveness of a marketing campaign - Web analytics helps businesses can track and analyze their marketing campaigns. The analysis can help you identify the campaigns that need to be retained, modified, or scrapped.
Finding the right target audience - Web analytics can provide detailed information to help you find the target audience. Businesses can use this information to create a campaign for the target audiences for maximum impact and profitability.
Improve and optimize website performance - Web analytics can help identify shortcomings of your website (both desktop and mobile versions). These problems can decrease the number of visitors, purchases, and reduce revenue.
Improve conversion rate optimization - Utilizing web analytics data can help the website improve their conversion rates. These steps can improve profitability and return on investment. Websites can have different conversion parameters. Some common conversion parameters are:-
1. Steps in the sales funnel
3. Registration on websites or event registrations
4. Video views
Track business goals online - For any business to get succeed online the website needs to have clear goals. Website analytics allow you to track these goals.
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