Can we measure the user activity on website? Does this data help website owners to take important business decisions? Yes this is all possible with the help of Web Analytics. Web analytics is the process of collecting, measuring and analyzing the data for the purpose of understanding and optimizing a web page.
Web analytics not only helps with providing you with numerical data such as number of people who visited your website and page hits but also gives you information such as the ‘who, when, where, what and why’ of your website’s traffic. It then is not just a traffic measurement tool and can be used as a business & market research tool.
Web Analytics helps you in providing – • General Information: Common website-related information such as unique and total visitor counts, page visits, bounce rate, time spent on the site etc. This can help you in understanding the site’s behavior. For Eg. A high traffic for your website is a good sign when the time spent by a user on your site is more.
• Keyword Insight: This section of your web analytics tells you that which keywords bring a user to your website. It also tells whether the user is a new visitor or a repeated visitor.
• Top Entry and Exit Pages: Top entry pages are those pages user often uses to reach your website Eg. Home page and top exit pages are those pages where user often leaves the website. Eg. ‘Contact us’ Page.
• Single Access Pages: These are the pages where user lands and leave without visiting any other page on your website Eg. Contest Entry page.
• Referral Sources: Here you can find out the source from where the traffic is coming to your website Eg. Search Engine Result pages (SERPs) and the website having back links to your website
• Geographical Location: This information can tell you from where the visitors are accessing your website Eg. India, Australia, United States etc.
Google Analytics – Most Popular Web Analytical Tool: Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. It also lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications
You can get the help of your webmaster to add Google analytics to your website. In addition to the above information, Google analytics can also give information such as browsers, operating system, mobile/pc and screen resolution etc of the web visitors. It has also got two types of report generation mechanisms namely standard and custom reporting. The standard reporting tool gives you the default reports with the common metrics discussed above whereas custom reporting tool helps you customize the reports with the metrics given by you. The information that you gather with the help of your web analytics tool can be a valuable resource to improve your website and search engine rankings which would probably help in increasing your sales too. It is always good to have a plan to review your web analytics so that you can get the most of it.