The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Web analytics is a marketing term that describes the process of collecting, measuring, and analyzing user data as they engage with the pages of your website. User data covers a range of things, including the number of people who came to your site, pages they visited, duration of their visit on each page, source through which they came from, and so on.
You want to track these web analytics fundamentals and metrics to know how each of the elements on your web pages contributes to your site’s performance. For instance, are particular call-to-action (CTA) colors or buttons getting more clicks than others? Perhaps a specific set of keywords drove higher traffic to your site.
Your goal is to replicate the success of these data so that you can get more engagement or conversions, or both. At the same time, knowing what compels visitors to interact with your business can help you deliver a better browsing experience for them.
A variety of tools exist to help you perform website analytics. What they do is insert some script or code on your web pages to leave a tag that can return various types of data, as previously mentioned.
To get the most out of web analytics, you should also make connections between your data and business insights. When reporting the metrics to your team, be ready to demonstrate what the data means, whether you’re getting close to your goals or you need to introduce further improvements to your site.
Web analytics may involve a lot of work, but it only means that your marketing efforts are going in the right direction because you have the data to back things up rather than rely on guesswork.
Learn more about the ins and outs of web analytics for your business in this featured infographic.