The Importance of Web AnalyticsThere’s an old adage that says, “you cannot fix what you cannot measure.” Like any other business asset, a website is an investment with an expected return and to ensure that the website is functioning optimally, it needs to be tuned occasionally.
Changes in the marketing place are often the cause of changes in customer visit patterns and web analytics ensure that these pattern changes are identified. Essentially, web analytics are a means to measure how well the website is performing against its intended goals, such as delivering qualified sales leads.
Web Analytics ExplainedWeb analytics provides the website owner a summary of how visitors are finding the website, which pages they visit and for how long, which forms they complete, whether they place a call, the visitor demographics, and more. HTML code placed in the web site (but not seen by a visitor) instructs the web server to send summary information to a central repository (usually some other server) where it is aggregated and provided to the website owner upon request. A well-known aggregator of this type of information is Google, Inc.
When warranted, this data is used to guide minor website modifications that increase traffic and/or customer conversion.
Choosing a Provider of Web AnalyticsEstablishing web analytics on a website is a relatively simple task for a website developer. Interpreting the results in light of the intended website marketing goals is a much more complicated task.
When choosing a web analytics provider, be sure that they are able to translate the raw data into a format that makes sense to you and that they will be able to refine your marketing strategy and website design based on this data. NetEdge Marketing specializes in Web Analytics and provides detailed monthly reports as part of its service to constantly improve website performance.