How can Web Analytics help to your on-line business?
Web analytics is the measure of visitor’s behavior on a website. It is the analysis and reporting of Internet data for understanding and optimizing web usage. Web analytics is not just a web site traffic measure, but is a very useful business tool, which can help in marketing research, understanding the customer’s needs and reaching the business goals.
What kind of information from Web Analytics can be useful and how to use that for business?
The main Web Analytics metrics, such as visits number, geographical location, page views and it’s duration may help to develop the Key Performance Indicators (KPIs).The right using of KPIs information can help to determine the website’s business goals, test new site functionality and improve old ones.
There are some of the most popular and common metrics, which are used for developing the KPIs for a website:
Visitor Type. There are two types of visitors to the website: returning visitors – those, who has been on the site before and new visits – those who came to the site the first time (the unique visitor). Ideally, a unique visitor is just one visitor, but this is not always so, because there is a chance, that many users access the same computer. Because of that, companies have begun to track sessions. A session begins once a user enters the site and ends when a user exits it. This approach is also more sales and performance oriented because it considers each visit as an opportunity to convert a visitor into a customer instead of looking at whole customer behavior.
Visit Length. It is a time which visitor spends on the site – Visits Duration or Average Time on Site (ATOS). Sometimes the certain time which a visitor has spent on site can be the goal for a particular website.
Demographics and System Statistics. The demographic metrics show the physical location of visitors. It is very useful data for determination of the main target audience and it’s relevancy to the site or goods/services which it offers. This information is essential for region-oriented business.
Top Pages. There are three types of top pages: top entry pages, top exit pages, and most popular pages. All these metrics are important for understanding the customer’s behavior. This analysis helps to make decisions about improving content, media and site structure to make it more functional.
There are some other helpful and important metrics of Web Analytics – such as internal search, visitor path, referrers and keyword analysis and so on. Hopefully, we will analyze them in upcoming posts.
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