4 Ways to Make Web Analytics Work for You
Web analytics improve Web site and business
It is no longer good enough just to have a Web site; now one must analyze that Web site with a Web analytics program such as Google Analytics or Adobe's Omniture. Web analytics is the analysis of a Web site and the computers visiting that site. Think of it as conducting a non-obtrusive, non-annoying, no fail, customer feedback survey. Everything visitors click says something: How they found the site, what pages they visited and even insight into why they did or did not make a purchase.
Clocking (Keeping track of someone's movements and activities)
The technology of Web analytics analyzes myriad lines of code detailing each computer's visit to a site. That information is then simplified into charts, graphs, text and tables, allowing anyone to easily see what customers think about that particular Web site and places where improvements could be made. Basically, Web analytics puts a Web site to work, helping improve Web traffic and even conversions.
Still unsure how a few anonymous clicks can be so important? Here are just four of the ways Web analytics can help improve a site.
- Answer customers' most frequently asked question. Determine what FAQ is clicked on the most, then put that information on the home page, or make it more clear in the product's owner's manual.
- Evaluate the ROI for online and offline ads by determining how purchasing customers are entering the site.
- Refine the product offering, stocking process or organization of the site by looking at the number of clicks each product received.
- Improve conversion rates by uncovering stumbling blocks that have visitors leaving the site before purchasing.
The bottom line
The times have changed, and will continue to change. Make sure your Web site is a dynamic part of your business, and a two-way conversation between you and your customer. Analyzing your Web site and Web traffic will help you keep your customers happy and your business booming.