Web Analytics - Introduction
What is Web Analytics?
Web Analytics is the methodological study of online/offline patterns and trends. It is a technique that you can employ to collect, measure, report, and analyze your website data. It is normally carried out to analyze the performance of a website and optimize its web usage.
We use web analytics to track key metrics and analyze visitors’ activity and traffic flow. It is a tactical approach to collect data and generate reports.
Importance of Web Analytics
We need Web Analytics to assess the success rate of a website and its associated business. Using Web Analytics, we can −
- Assess web content problems so that they can be rectified
- Have a clear perspective of website trends
- Monitor web traffic and user flow
- Demonstrate goals acquisition
- Figure out potential keywords
- Identify segments for improvement
- Find out referring sources
Web Analytics Process
The primary objective of carrying out Web Analytics is to optimize the website in order to provide better user experience. It provides a data-driven report to measure visitors’ flow throughout the website.
Take a look at the following illustration. It depicts the process of web analytics.
Set the business goals.
To track the goal achievement, set the Key Performance Indicators (KPI).
Collect correct and suitable data.
To extract insights, Analyze data.
Based on assumptions learned from the data analysis, Test alternatives.
Based on either data analysis or website testing, Implement insights.
Web Analytics is an ongoing process that helps in attracting more traffic to a site and thereby, increasing the Return on Investment.