Data is paramount these days for every sort of business. And it’s even more important to interpret that data in a correct manner. That’s where website analytics comes in. It helps you to make data-backed decisions for your website. This way, you can use your findings better.
In online marketing strategies, web analytics has become an important component. To the extent that businesses cannot move forward without it.
The advantages of web analytics have been well studied. Many businesses have seen success through them. Short story is – Take web analytics in a serious way if you plan on optimizing your website.
What exactly is analytics for a website?
Web analytics’ purpose is to offer insights into your website. This way you can analyze them later to improve the experience of your audience.
The basic role of web analytics is to provide information. This information lets you make your marketing campaign and services more successful. Visitors also form a positive impression of your site, services, and products.
In today’s competitive business environment, a better understanding of customer behavior is paramount. A proper web analytics system facilitates a critical step: Building strong customer profiles. These profiles help maximize the effectiveness of your advertising and sales planning.
It is important to know what your business’s audience wants to gain an edge over your competitors.
Every business’s main aim is to grow at a steady pace. They are always curating marketing campaigns around it. The problem with marketing campaigns is that there is no full shot guarantee that they will be a success. This is where digital data from website analytics comes in.
Start with search engine optimization, user behavior, website updates, organic traffic generation. Then you can move towards developing new prospective prospects. Digital web analytics can help you with all this.
You can change or refine your marketing campaigns according to the analytics data. This helps you make it as efficient as possible for your audience.
Let’s understand how your business benefit using website analytics on your website –
Track the bounce rate on your website
Bounce rate of a website in simple terms is a number that tells you how many users visited your website. These visitors make no interaction with the website.
If the bounce rate is too high, then your website is not providing an optimal experience to the user. You need to fix this as early as possible. The higher your bounce rate, the more loss your business will suffer.
Targeting the right audience
For any business, product or service, the most important thing to have is a target audience. An audience you can attract and turn into a customer. Website analytics can help you find and target the right audience.
In turn, you can create content for them, so they can engage with your website. This will help you improve your conversion rate, and increase the sale numbers.
Tracking the success of your marketing campaigns
How your audience perceives your marketing campaigns decides how successful they will be. If the perception is positive, they are bound to be a success. Analyzing the success of your marketing campaign is another benefit of website analytics.
Marketing campaigns bring traffic to your website. This traffic gives you a chance to gain more customers. This also gives you an extra benefit of canceling a non-performing marketing campaign. This helps you save both time and money.
An optimized website
The more data you have of what works and what doesn’t, the better you can optimize your website. You can keep adding new features, content and sections that have a better potential.
Remember to remove the ones that do not seem to have optimal performance. A well optimized website is sure to give you a lower bounce rate, and a higher conversion rate.
Conversion rate optimization
Conversion rate depends on the number of users who complete a desired action. It can be a newsletter or emailer sign up, a subscription purchased, or a sale made etc.
It also helps you track failed conversions, and how far were the users before they decided to drop out. This can help you figure out weak points or errors on your website. Then you can optimize it for an even better conversion rate.
Geographical data of your users
Wouldn’t it be amazing if you can know exactly where your users belong to? Website analytics can help you get that information. But how will you use that information to your own benefit?
Well, different regions have their own set of ethnicities and features. This data can help you curate content that suits their needs. This will also encourage them to engage more with your website and business.
Demographical data of your users
Like geographical data, you can also get your hands on demographical data of your users. If your product or service targets a specific age group or gender, this can help you target them better. And gain the most traction out of your marketing campaigns.
What report provides data on how specific sections of a website performed?
There are many ways to interpret and analyze the data you get from a website analytics tool. There are many types of reports to help you analyze how people are interacting with your website. And how you can use it to your own benefit.
Each of these reports serve a purpose of their own. Let’s talk about them.
As the name suggests, the audience report tells you all you need to know about your website’s audience. Grouping audiences into specific groups not only helps you target them better. But can also help you curate specific marketing campaigns for them.
These metrics can help you build long-term associations with your audience. This report will also help you analyze how much one single user has spent on your website. Along with the data of all their compiled sessions and spends.
This report gives you a brief pattern of your users and how they are interacting with your website. It can give you a flow chart of the users’ entire sessions, and what exactly they were doing on your website. Did they use the search features? Did they find what they were looking for? Did they make a purchase? Or subscribe to a service?
It can also tell you how sound your website pages are performing. This can help you work on pages that are buggy or non-responsive for one reason or another.
It also tells you how many of these users were on mobile and desktop.
This is the most important report if you’re an ecommerce company. Or even if you’re trying to sell a subscription for a service.
This report tells you how the users landed on your website. Emailers, PPC ads, organic search etc. and what exactly did they do after landing on the landing page.
Did they make a purchase? Or something stopped them? What exactly is that factor? This is what conversion rate reports help you figure out.
This report can also tell you how successful your marketing campaigns are turning out to be. And how you can make your next campaign even more powerful and successful.
As the name of the report says – Real-Time. This report gives you real time information about your users.
Real-time data processing comprises continuous data entry, processing, and output. This enables businesses to access data, develop insights, and respond quick. You can make instant changes, whenever you see an opportunity to make things flow better.
For example, let’s say you want to measure the success of a new launched feature. Real-time reporting will give you real-time insights, and help you change your tactics on the go, if need be.
User Flow Visualization
There are many views that tell you about the path taken by the user to land on your website. You can use each of these to your own strategic advantage. It’s simple, if you want to create a crystal clear path for the user, you need to keep working your way to remove obstacles.
Your goal as a business should always be to turn any website visit into a desired action. Be it a purchase or subscription. By reading these reports, you’ll realize that there’s plenty of room for improvement. It’s important to make the experience of navigation better for your user.
Simpler the path you’ll create for the user, the more they’ll be willing to walk it all the way through.
Mobile performance report
In today’s world, it is a known fact that there are more mobile users than desktop users. Almost everyone has a smartphone, and there’s a very big chance that it has an internet connection.
Fun fact – Google penalizes websites that are not mobile-view friendly. They punish them by ranking them lower. Point is, mobile users make up a big chunk of the market.
This report helps your website run smooth on mobile devices and browsers. Same way, you can optimize it for tablet users as well.
Content Efficiency report
This report is generally useful if you generate a lot of content for your website. It can be overwhelming to track whether all the content pieces are doing well, or failing down the line.
This report helps you track page views, and how many people found the content engaging. Along with how many users decided to leave it mid way.
It can help you identify what sort of content works best on your website. It can be anything from images, videos, articles etc.
It can also tell you if the content is converting your visitors into your customers or not.