Using Analytics

Analytics are not necessarily about numbers, but about processes. It helps to evaluate what hinders people from getting from point A to point B. This starts with segmentation. Numbers don’t show you the whole picture. Segmenting tells you the factors that lead to the actual data that you collect, which will then help you to adjust your strategy. Web analytics has many benefits. Some of these benefits include tracking website visits, hits, conversions, trends, ROI, goals, etc. With a web analytics solution, you can monitor:

• Where your site traffic is coming from.
• The IP addresses of your visitors.
• The customer’s actions by sequence with a time stamp.

Analytics can also help measure:

• How many users visit your site, how many return, and how often.
• How users navigate through your website.
• Where in the “conversion funnel” or purchasing process customers are getting stuck and leaving.
• What content your visitors are looking for, and whether they’re finding it.
• Exactly which form fields are driving people away rather than bringing them in.

With analytics, you can also monitor your visitors by seeing which browser type, operating system, and the originating country, state, and city from which they are visiting. This information is beneficial for creating an effective website and will help users gain the maximum experience while they are visiting your company site. With web analytics, being analytical is not enough, but it should also be combined with creativity and company knowledge. You may find that reading analytics is confusing, mostly because there is too much information to collect. As for where people originate from when they land on your website, there are many inlets. Trying to measure the effectiveness of each inlet is a daunting task, but worth the financial savings of having to market and research.

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Dr. Elijah Clark

Elijah is a business and growth advisor. He writes about business, marketing, sales, development, branding, technology, and how to develop effective business strategies.

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