Web analytics basics

Web analytics is an important tool for success today. It is one of the most widely used drivers of long-term business growth, since web analytics helps business leaders and owners by pointing out problem areas that can be improved to accelerate lead conversion.

Moreover, analysing your website and other online platforms enables a business to stay up-to-date with the passing trends and requirements customers have. Doing so is the best way to stay abreast with tough competition in the market, because a modern customer has many options today; if your website fails to attract the visitors, they will take their business elsewhere.

To prevent client leaving, web analytics is widely practiced today as a mandatory exercise that gives a sneak peek into the performance of the website from time to time. With this idea in mind, it makes sense to initiate the web analytics process with the most important link in the conversion chain, i.e. the customer.

Since analytics involves promotional improvement as well as alterations to website design, customers are the most appropriate starting point, as they can provide insights to a business regarding the problems they face while exploring a website, the changes they would want introduced and the way these changes can result in higher conversations.

Therefore, when thinking whether to invest in web analytics or not, ask yourself

The following questions:

1)    Do you conduct business via your official website?

2)    Is your conversion rate very low?

3)    Do you want to invest in redesigning the website?

4)    Do you market your business online?

Hence, there are two main elements in any web analytics process.

· The first is the analytic software that generates data; and

· The second is the human component, i.e. the analyst who shifts and sorts this data for it to make sense.

Consequently, there is a lot to know and understand about this process, its jargons, metrics and many elements that are used to generate results.