Before we dive properly into the topic. Let’s play a brain game.
* We are familiar with the words ‘web’ and also ‘analytics’ but I will still drop a few note on what they both means.
* Web is often referred to as the collection of all the webpages in the internet which are connected to each other through hyperlinks. Click here to understand properly the concept of links and link building
* Analytics is act of running an analysis.
*Combining both words; Web Analytics becomes the act of running an analysis of a web( related/connected webpages in the internet)
* In a more detailed way; Web analytics is the ways you(a website owner) discover, interprete, and communicate the meaningful data of the activities happening in your webpage( what your site visitors are doing, effective backlinks, the type of contents that attracts and captivates your visitors, etc.)
The use of web analytics tools helps you to identify your website’s strength and weekness, so you can be able improve and make changes to your website.
THE NEED OF WEB ANALYTICS
According to Themeisle, There is a lot of data you can collect about the way people interact with your website. For example, you can track overall visits, the pages users spend the most time on, which sites led them to your site, and more.
If you’re new to web analytics, the sheer amount of information you get access to can be overwhelming, as is figuring out what to do with it. However, making sense of this data is essential, because it will enable you to keep a finger on your site’s pulse.
Let’s take ‘time on site’, for example. This metric measures how long users spend on your site on average, and on each of your pages individually. Generally speaking, if visitors are only spending a few seconds on your website before leaving, this means there’s something wrong with it.If you’re wondering, users spend around three minutes on most websites on average.
WEB ANALYTICS TOOLS
(Crazy Egg)Many useful tools are available to help you monitor user behavior. Here are a few of the most popular:
1. Google Analytics
Google Analytics is an enterprise class web analytics tool. It’ll give you insight into your website’s traffic and marketing effectiveness through user session metrics, including bounce rate and keyword frequency, amongst others.
2. KISS Insights
KISS Insights is a tool that allows designers to place a small survey bar across the bottom of their websites. Curious visitors can take a peek and are then presented with a simple survey in which they can evaluate the experience design of your website.
3. Crazy Egg
Crazy Egg tells you where people are clicking on your site and which areas on a site page could use improvement. Crazy Eggs creates reports that allow you to visualize where people are clicking on site pages. This information is valuable for increasing conversions, for example, people purchasing your products and services or subscribing to your newsletter.
IMPORTANT METRICS TO MEASURE SO AS TO ACHIEVE A SUCCESSFUL WEB ANALYTICS.
1. Overall traffic
When we talk about web traffic, we refer to the number of visits your site gets over a specific period of time. This number is significant, because it tells you if your website is getting the attention it deserves. (TheMeisle)
2. Bounce rate and Exit rate
It helps you to determine how well you grabbed your users attention.
Bounce rate is the percentage of people who visited your site and left without visiting the second page, measured against the overall traffic.
Exit rate is the number of people that left your website through a particular page, measured against the overall traffic.
Bounce rate= no. of people who left without visiting a second page/ overall traffic.
Exit rate= no. of people who left through a particular page/ overall traffic.
These two metrics tells if there is a usability issue with your website e.g long loading time, unattractive web design.
According to Themeisle, Bounce rate shouldn’t be higher than 30%.
NB: The number of visitors to your site depends on the content you provide and the content they are searching for.
These are the website that sends you traffic. Although your traffic sources can be from;
- Search engines
- Visits from email campaign
- Links from social media
With search engines topping the list as the highest source of conversions, but sometimes conversions from human can be more than that of search engines. It is therefore important that you form a positive and meaningful relationship with your industry people so they can enable you post contents with your site’s link on their page or be a guest blogger on their blogs.
Though sometimes, web visits from desktops can be higher than those from mobile devices, it is needful to adopt a mobile first Approach. As times are changing so is ease to life, people prefer anything that will make life simpler and less tedious for them- mobile devices has this advantage over desktops. It is important for your site to offer a strong Mobile experience.
This is the crucial step in the marketing funnel. It is the final outcome of a site visit. Engaging your users with great and quality contents that compels them to complete your intended actions helps you to keep both new and returning customers.
The measurements of these metrics with web analytics tools, helps you to easily monitor, track, and interprete data from your site and therefore adjust your strategy accordingly.