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Web
Analytics
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Web
analytics is the analysis of your website to determine how
many page views you're getting, where those readers are
going, and what they are clicking on. Web analytics covers
log analysis, referrals, page views, and clicks or hits.
It can also be defined as the
measurement, collection, analysis and reporting of internet
data for purposes of understanding and optimizing web usage. |
The web
allows you to publish your business or content to a very
large audience, very easily. But that does not change the
need to make sure you understand your audience. By
connecting with your visitors, you make them feel more
comfortable. If your site “thinks” the way they do, it
becomes natural and they will recommend it to friends. Web
analytics can give you the power to know how your visitors
use your site, to know how they react to your site (or
changes on your site) and to improve the quality of the
site. The better your visitors feel about using your site,
the better your bottom line will be.
If your
site is commerce-related and you have competition, you can
be sure that your competitors are also using web analytics
(or some related marketing techniques) to gain more
customers. In particular, you can use web analytics to gain
not just more customers, but more valuable customers.
In addition
to design (or behavior) analysis, web analytics can be used
to diagnose server or site problems, and measure the
effectiveness of marketing and advertising campaigns.
There are two categories of web analytics; off-site and
on-site web analytics.
Off-site web analytics refers to web measurement and
analysis irrespective of whether you own or maintain a
website. It includes the measurement of a website's
potential audience (opportunity), share of voice
(visibility), and buzz (comments) that is happening on the
Internet as a whole.
On-site web analytics measure a visitor's journey once on
your website. This includes its drivers and conversions; for
example, which landing pages encourage people to make a
purchase. On-site web analytics measures the performance of
your website in a commercial context. This data is typically
compared against key performance indicators for performance,
and used to improve a web site or marketing campaign's
audience response. |
