Published on by Digitally Squared

Web analytics deliver data about website, visitors and their behaviour, so that one can measure what’s working and what isn’t and identify ways how one can improve website’s performance and conversion rates. Using web analytics, one can track where the web traffic is coming from, what kinds of blog posts, topics and pages attract the most traffic, what day of the week is the busiest in terms of traffic and what kinds of keywords people are typing into search engines to arrive at your website. One can also track where and how the traffic converts to sales leads and where those leads come from.

This kind of information is invaluable in helping anyone to maximise online marketing and sales generation leads and improving the user experience. Using web analytics to track the kinds of data mentioned, one can identify the best days to publish blog posts and the topics that are of the most interest to your readers. Furthermore, one can determine which kinds of content will best serve the needs of online audience and make informed decisions on the types of eBooks, online courses, podcasts or additional informational products to offer. One can pinpoint how best to spend your online marketing budget, which keywords to target for Google Adwords and which phrases to focus on for your ongoing search engine optimisation efforts. One can decide whether dedicating time to social media marketing is working for  and whether one should continue engagement across multiple platforms or focus attention on just one network. And anyone can then identify additional opportunities for more traffic and leads – even in target markets that might have ordinarily occurred to someone.

If someone responsible don’t analyse the current state of your website data, visitors, traffic and conversions, how will he or she know what areas need to be further developed or improved? Ignoring web analytics is throwing away opportunities to improve not only the functionality of your website, but also to expand, focus or develop your product offerings to best meet the needs or your target market. If you really want your website to work to your advantage, to gain a good flow of traffic and to turn your visitors into sales, you need to check in with your map regularly to ensure you’re on the right track and helping your website to be the best it can be.

So which web metric should you focus on? Really, it depends on the kind of business one is running and what he or she want to achieve via website, but as a general rule it pays to keep an eye on the below data for a good overview of your website usability, traffic sources, visitor profiles and conversion statistics. The following infographic from Truconversion depicts the considerations of opting an all in one analytics in real practice and feedback application to truly understand the website and mobile visitors.

Page views

Time spent on your site


Click map

Click paths

Referral websites

Referral search engines

Direct visits

Offline campaigns and dedicated URLs

Online campaigns and tracked links


Geography of visitors

New visitors

Returning visitors

Sales and conversions

Exit rates


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