For businesses looking to increase their web traffic and returns on investment, the use web analytics is the key tool for success. Through the measurement, collection and analysis of Internet data, web analytics allow you to understand how your site is being used and the ways in which its can be optimized. There are 4 main things web analytics help you to do:
Better Understand your Users: Web analytics provide you with information on what consumers are doing on your site, which will allow you to discover why these actions are being taken. Through consumer engagement strategies based on web analytics, you will gain an increased understanding of consumer mindsets, their needs and wants, what they are looking for and why they are attracted to your site. Various strategies include the development of personas representing real users, user tests in respect to webpage design and consumer feedback capabilities. Ultimately, the success of a website depends on the extent to which it supports users goals. By using web analytics to better understand these goals, you will be able to break down your target market and create tasks on your website which deliver them, thereby leading to superior consumer satisfaction.
Use Sound Data to Create Website Design: Using sound data that reflects the usage and click-through rates of your consumers is a vital factor to be considered for your website design. Understanding these elements will enable you to decide on a page layout, areas in which you will place your products, colors and aesthetic elements for your overall site and relevant webpages. Since the human eye tends to look from left to right, your company’s name and logo should be strategically placed in the top left corner of your site. Have you ever noticed that every website you enter has the name and logo at the top left corner of the page? Well, this is why.
There are also some other terms to consider when creating a website design: above the fold and below the fold. Above the fold refers to the space that people see when they first land on the page. This section is like the real estate section for webpages because it not only sells your business to users, but also urges them to stay on the page and find out more detailed information by scrolling down. The content users see by scrolling down is called below the fold. Understanding the relationship between these factors will allow you to strategically place your most valuable information, advertisements and links to other webpages above the fold so that consumers can view them as soon as the page is loaded.
Improve Your Website: Improving your website to make it searchable, functional and easy to navigate ultimately leads to more sales. When constructing your website it is important to consider the Internet abilities of both less competent online users, in addition to the web savvy ones. A cluttered website will make an Internet user of any kind frustrated and more apt to exit out of your site. Overall, a neat, organized and simple website is the goal to increasing web traffic and enhancing online consumer experience.
Improve Conversions and Sales: web analytics allow you to improve conversion of sales by identifying actionable metrics. These metrics reveal the number of visitors and times in which they enter your site, popular content, click-through rates, success of your SEO strategies, location and loyalty of visitors and effectiveness of overall marketing campaigns. Analytics also allow you to assess your business’ visions, goals and outcomes and how well your website reflects them. There are various resources you can utilize in order to acquire these metrics, which include:
Google Analytics
Webtrends
Omniture
The goal of any website is to gain customers and future sales, but in order to do so you must take strategic action through web analytics. According to Forrester Research, 53% of marketers said the biggest challenge they face is acting on findings. Although measurements on the web are important, it are the ways in which these metrics are implemented that lead to valuable results. So, take action…NOW