Web analytics is the collection and analysis of visitors habits to websites. This involves but not limited to, traffic analysis, web analytics, web tracking and click stream analysis. It is used to optimize sites and to aid in the improvement and achievement of the goals of the site.
Importance of Analytics
Web analytics accesses very useful and applicable information for internet marketers:
• View Your Audience. Look at your target audience and how they view your site. People’s interaction is greatly influenced by age, gender and other factors.
• Assess Conversion Path. Examine losses along the path to conversion. This data is
vital for Conversion Rate Optimization (CRO).
• Optimize Return On Investment (ROI). Assess the performance of marketing techniques. For example, Are your pay-per-click keywords bring in results? Is your social media marketing effective? Is your site optimized for the correct search terms.
How it is used?
Data is collected in two basic ways:
• Log file. This data is produced by your server which saves the detailed user interaction on your site. There are free and paid analytics services that can translate the data for you.
Both of these methods have its advantages and disadvantages.
Web analytics strategy should encompass a continuous improvement program to match the rapidly internet changing environment.
• Key Performance Indicators. This is where objectives are realized through the creation of key measurable factors for the sites long-term performance.
• Testing. Test site changes then assess and use the data for improvements.
• Regularity. Managed testing gives you a more accurate prediction of what will have
an impact on your site.