A few weeks ago we posted an introductory article on the subject of Web analytics. In that article we touched briefly on what it was, why it was beneficial, as well as provided a short glossary of relevant terms to be familiar with. If you are a business owner and have a grasp on what the subject of Web analytics is, here are some more specific ways that it can help your company.
Fundamentally, Web analytics can help you to better evaluate your keyword selection. At this point you should understand the value of search engine optimization for your business, and how associating the right keywords with your company is an effective way of driving traffic to your website. Out of the selection of keywords that you use, however, how can you be sure which ones are providing the most success? With analytics, you can not only see how often a certain term is being searched, but how the specific users searching for you behave once they visit your website. This information can help you adapt or adjust your keyword strategy for the future, which can drive even more traffic to the website.
This can also lead into a better understanding of your audience. The users searching for those specific terms are also your prospective customers. Being able to understand their behavior, and how they react to specific areas of your site, is a huge benefit to your business. Analytics can help you visualize where you need to make adjustments to your online presence. Additionally, your visitors are coming to your site via several avenues. By looking over the data for your web traffic, you can see the different ways that your website is visited.
Analytics help you determine the usability of your website. The goal of any website is to have a logical flow, with useful information that can found through easily understood navigation. Data of how your users navigate through the site is the best way to determine where you might need to make adjustments. Without analytics, you would have to test users in another setting to figure out where they might get confused. Instead, you can look over the reports from your website, and see exactly when and where users might be leaving the site too soon. Your goal is to allow customers to seamlessly navigate your website.
Finally, you can use Web analytics to track individual marketing efforts as well. Everywhere you promote your website, you can use a customized, trackable URL that is specific to that promotion. The number of conversions generated can vary greatly from one promotion to another, and analyzing the traffic from each one is very simple. This information can help you conclude what elements of your marketing strategy are the most successful.
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