Web Analytics Definition

Web analytics track and analyze what people are doing on a website. Data includes how people found the site, what pages they visit, how long they stay, and what actions they take.

This information helps website owners understand if their site is working well and how to improve it for better results.

Web Analytics Example

A company wants to increase how many people sign up for their services through their website. There are 5 steps in the sign up process. Each step is on its own page.

They decide to use web analytics to track how their users interact with each page of the sign up process. Their goal is to find barriers that are keeping people from signing up. The data will help them narrow down which pages to focus their optimization efforts on.

They find that most people drop off on the page that asks for their payment info. The company decides to add an option that allows people to pay later. The page text explains that customer service will call and confirm their order. Then they can pay for the service over the phone.

This change to the process increased online sign ups by 20%.

Why are Web Analytics Important for Strategic Marketing?

Customer Experience

Web analytics help people understand what their customers want and care about. This information helps website owners provide a better customer experience.

Continuous Improvement

Web analytics helps companies understand what is working on their site and what isn't. They can make improvements based on the data and get better results.