The analytics market is becoming quite mature, but many people still underestimate the value of it. Your website is your online store front - the most important part of your customer acquisition strategy - and while analytics may not be the “hot new trend” any more, it is still an essential part of your data-gathering efforts. Analytics can feed other tools which help to improve engagement on your website.
#Macro and Micro-Level Insights On-site analytics tells you who is visiting your website, where they are coming from, how they are engaging with your site and how well they are converting. It gives you macro-level insights into your visitor trends over time, which are ideal for tracking things such as seasonal trends. It also gives you micro-level insights into why you are losing certain customers. The area where so many webmasters fall down is taking action because they don’t realise how easy it is to run A/B testing and multivariate testing on their websites today.
Companies such as KISSMetrics and Optimizely have refined analytics technologies and now offer powerful tools for conversion-rate optimisation, user behaviour tracking and engagement. Thanks to tools such as Analyze (which tracks behaviour) and Engage (which offers triggerable events to improve user engagement on your website), webmasters can now offer different experiences based on things such as time on page, scrolling, idle time and more.
#Take Intuition out of the Equation All too often, webmasters look at macro trends and then update their websites based on what they feel is wrong with them. They have data that shows that conversions are going down or that traffic has stopped growing, but they don’t look deeply at that data to figure out what is lacking with the end-user experience. The information is there, so why not take advantage of it?
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