How to make web analytics work better for your business

Making important decisions for your business requires the right information so you can make sure you’re headed in the right direction. Web analytics are a handy tool when deciding what marketing strategy you’ll use, giving you the intel on your customers’ behaviour and decisions online.

So, here’s how you can get to these insights and make the most of them to find and keep a loyal customer base.

What do I need to measure?

There’s a lot you can measure with web analytics, so it’s good to get an understanding of the key measurements you need to know where to go next with your marketing.

Monitoring web activity, like how many people are visiting your site, what pages they’re visiting, popular products and links, how many clicks have turned into purchases, can help you get to know your customers and what they want. When making key marketing decisions, this information will help you make the most of your website by understanding what’s working and what needs addressing.

How can I use these insights?

There are lots of ways you can use these insights, from understanding your customers and their needs to improving their experience by making your website easier to navigate or boosting sales through making it more interesting and encouraging clicks.

Tools like heatmap analytics provide a quick and easy way to see how customers are using your website. Through this, you can also see which part of your website is getting the most clicks, as well as what parts customers are scrolling to. Then, with this information, you can focus your attention on what’s not working how you’d like it to.

Alternatively, IP trackers can show you where most of your customers are clicking onto your website from. Armed with this information, you can then make sure you’re targeting new customers you’re looking to attract.

Where can I find the tools?

Now you know how to use these insights, you need the tools to get going – and there are plenty of free and easy applications out there to help.

Google Analytics is a popular choice for collecting online data to improve web presence and learn more about your customers. Useful features like the reporting tool helps you to easily understand and measure audience metrics or customer behaviours, while the funnel analysis function lets you see the customer journey to your site.

Web analytics can sound complicated, but they don’t have to be. Once you know what you’re looking for and how to get started, you’ll be set on your way to becoming a digital marketing wizard.

Looking to find out how to get more out of your website? Check out our tips and tricks on how to quickly increase traffic to your website.