Consider this scenario – you just built a fancy website with lots of flash plugins and jazzy designs. However, you notice that people are leaving your website without performing any actions on it. They are not scrolling, neither are they going from one page to another. Without website analytics, you would keep scratching your head trying to figure out the reasons. But a good website analytics tool tells you that the page load time is extremely high, thereby causing people to bounce off quickly!
You must be wondering what is website analytics exactly? Website Analytics involves collection, reporting, and analysis of website data for the purpose of optimizing the same and improving the flow of traffic. Web analytics is of paramount importance in today’s times. Website analytics tools help you in measuring and tracking anything and everything. You can later use all this information in trying to diagnose issues with your website, as well as figuring out what is working well for you and delivering results. Let’s see 4 extremely important use cases of web analytics for marketers.
1. Get Audience Insights
Since geography is not a barrier to online businesses, companies that operate online get loads of customers from across the country, or even from across continents. Web analytics gives you powerful data about your audience such as which cities they come from, what is their revenue contribution, what content is popular, which devices do they use etc. Such data points can help you in knowing where there is a demand for your business, and where your business is slow. Based on our website analysis, our client realized that his brand is popular in Karnataka and Gujarat. He came up with regional language content in Kannada, and Gujarati which further improved the time spent by people on his website.
2. Optimize your Website
A web analytics tool helps you in carrying out a thorough website analytics audit. This throws up important insights about the behaviour of audiences. You can see the user flow of audiences, i.e., the entry points of your website, the navigation to another page from there, and then the exit pages.
You can also get information such as the average amount of time being spent on your website, the average number of pages being viewed per session, and the bounce rates. With the help of this data, you can change the layout of various sections, increase or decrease the size of important call out buttons, change the colour scheme, and improve page load speeds. All these things can directly contribute to an increase in revenue. An improve of page load speed by a second can add thousands of dollars-worth of revenue for an e -commerce client.
3. Improve Marketing Activities
Intelligence data such as which content is trending, which blogs are popular, which marketing channel (Adwords, Facebook, Organic) brings in the maximum amount of quality traffic, which channels offer the best ROI etc. are extremely pertinent in helping you design your next phase of marketing. This is one of the many website analytics benefits that you can derive from an analytics tool to improve business revenue.