Web analytics is a powerful tool for any organization, if wielded smartly. It helps you track, measure, and analyze user behavior across your web pages. You can then use the data to evaluate your site’s or a particular marketing campaign’s performance. Based on the results, you will know what is working and what is not, and can make informed decisions. If you’re only getting started with website analytics, here are some common metrics you should track.
- Unique visitors count
- Total number of visitors
- Source through which visitors found you (social media, organic search, or paid ads)
- What country a visitor is from
- What browser/platform the visitor is using
- Time spent on each page
- Number of pages opened
- Landing page frequency
- Exit page frequency
- Bounce rate
- Campaign with most visitors
- Campaign with most searches
- Keywords success rate
Benefits of website analytics
Understand your audience better
The data you glean by tracking the metrics mentioned above will help you understand your audience better. For instance, you can know from which geographical location you have the most visitors, their gender, age, as well as the kind of device they’re using. You can use these cues to refine communication, improve UI/UX and do much more to cater to your audience’s precise requirements, all in a bid to steer a purchase or purchase inquiry, at the very least.
Align content with user intent
Web analytics lets you know how a visitor spends time on your website. It will break down the complexities of website traffic and give you easily understandable, actionable data to base decisions on.
For example, assume that you have added case studies to your website. But, if you find out through analytical data that no one is actually clicking on them, you can assess why this could be happening and take remedial action. In this scenario, probably designing case studies smartly with visuals, or creating a video, may help solve your problem. Optionally, you could check if the language is too technical or jargon-heavy, and this is what is causing your visitors to ignore this section.