Websites are these days one of the key marketing tools a company has. Once you’ve created effective and relevant content you need to ensure people are 1) going to find your site and 2) once they’ve found your site they are directed through the site to maximise their time on the site. A key function within any business must be analysing data that is available in order to determine how effective the website is.
Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage (Wikipedia definition 2012). Web or on-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a website or marketing campaign's audience response.
Delivering consumers to the site is only part of the user journey; the most important aspect is how those consumers are directed through the site when they get there. Less than 1% of people make any attempt to communicate with the website owner when they visit a website – that’s 99% left for you to decide what you want to do with.
The information gathered from the analysis can give you insights into your website traffic and marketing effectiveness. It should provide recommendations and web development action that improves marketing strategy and business profitability.
There is a huge amount of software and experts available for web analytics, but Google Analytics is undoubtedly the most widely used web analytics application. Google Analytics can be customised to get the data you need, and then gives you rich insights into your website traffic and marketing effectiveness.
The implementation of web analytics is crucial to receiving the necessary accurate data for you to be able to manage your website. Contact us to discuss how we can offer you a complete implementation of the Google Analytics package.