There is no denying the importance of having a good quality website regardless of what type of company you are, the industry you are in or what you offer. However what many companies forget is that once you create a website that is not the end of things. The best way to think about it is that your website is a living thing, it needs maintenance and support. This can be done in a variety of ways however a lot of what you do will be influenced by 2 things:
Naturally the business side of this is quite straightforward, if you develop a new product or start offering a new service you need to create content about this for your website. However, how do you understand how to make your site more appealing to your clients and consumers? This is where the power of tools such as website analytics really come into their own.
So What Is Website Analytics?
Website analytics is a tool which allows you to track a range of factors and consumer data when it comes to your website including:
What page they landed on (if they came from a search)
What page they left from
If they came from a search engine what did they search for
What country they are based in
How long they stayed on your website for
What actions they took (what pages did they look at and in what order)
This is far from an exhaustive list and is just a snippet of the information available to you as a website owner.
The Advantages Of Using Website Analytics
But why is this information so important and how does it affect me and my business? There are a range of reasons this sort of information is so important. The main reason we would highlight is to identify issues with your website that may need attention, and especially when it comes to the likes of e-commerce sites, what products are generating sales, what products are not, and if customers are getting the right content straight away from a search.
Keep It Relevant - There is nothing worse, and more frustrating, than searching for something in Google or using a website's search function and then being given results that are not what you are looking for. Unfortunately for business owners many people lack tolerance for these issues and as a result they can lose you a possible conversion. Web analytics tools will highlight these sort of issues so that you can identify and address them to ensure that they don't happen again.
Eliminate Technical Issues - Website analytics tools also help to identify any potential technical issues such as 404 errors (page not found) which can be invaluable in ensuring that your website is properly structured and you are providing the consumer the best possible experience. By looking at things like exit pages you can also identify if people are having issues with the payment process.
Identify The Need For New Content – This relates back to what we were discussing about people being able to find the content that they need as soon as they hit that site. Part of this will come down to good and easy site navigation but will also act as an indicator about the on page optimisation.
This is just the tip of the iceberg when it comes to how you can utilise website analytics tools. There are a wide range of these tools available, most of which offer real time information so that you can see minute by minute how users are interacting with your website. Many of these tools are free such as Google Analytics and only involve putting a simple snippet of code into the backend of your website. With this in mind it would be shortsighted to overlook the sheer possibilities that this tool can offer you as a website owner and marketer.