You have hired a search engine optimization (SEO) consultant to optimize your site and set up a pay per click (PPC) campaign. After investing all of this money, is it working?   This is where web analytics (WA) comes in. 

What is Web Analytics?

Web Analytics is the capturing of data about your web site visitors. Including how many visitors, when and how they found your web site, how long they stayed, where they bailed and much more extremely valuable information about potential customers that visited your web site.

A well thought out WA strategy will track endless activity on your site depending on how much data analysis is required.  However, some of the most important metrics include visitor hits, visit lengths, successful order or subscriber ratios, checkout page abandonment and several other highly critical snap shots of visitor activity data.  All of this data and several other metrics play a critical role (and often fatal if neglected) in the success of your online marketing program.

In addition to monetizing your site visitor activity, you may just want to know how users are using your site. For example, many government agencies have informational web sites and need to know how those sites are being used in order to justify the existence of their e-commerce programs.

Web analytics can drill down to some of the most finite user activity and determine what users are most interested in and also what turns them off and results in their bailing from the site altogether. It may have to do with the design, colors, navigation system, or a multitude of other factors.  

Hopefully, you now get a sense of how important web analytics is to the success of your e-commerce program.

Schedule a FREE consultation today to discuss in more detail how web analytics can play an invaluable role in your organization.

Web Analytics is the "what", "why" and even "where" of your online marketing campaign. In other words, it is putting all the pieces together to make sense of the overall eMarketing strategy.