Why Use Web Analytics?

The definition of web analytics is the collection, measurement and analysis of data.

Analytics have 3 distinct points :-

1.  Collection
2.  Measurement
3.  Analysis

Analytics creates the 'story' behind your data, giving you valuable insights to enhance business performance.  Analysing your data allows you to look beyond a click.  You can understand what is working and more importantly understand what is not working.  This allows you to use what is working on your website to help improve and understand what is not working.

Assigning a value to your website, analysing your different sources of traffic, conversions, demographics etc are invaluable when it comes to forecasting returns on any marketing spend.

You must be aware of your users v your customers and be mindful of who is actually making a purchase, using your contact form, signing up for your newsletter.  

Web analytics helps create a picture and story about your customers and website by helping you understand how your users and customers interact with your website, and how you can give them the best experience.

Analytics Answers Questions

It is key to understand your users.  

  • Who are they?
  • What do they do when then are on your website?
  • What do they like about the site?
  • What don't they like about the site?
  • How are your users finding your site?
  • Where did they come from?
  • What marketing channel drives performance?
  • What impact are offline campaign having?
  • Where are people exiting the site?
  • What pages are performing best?
  • Why have conversions and sales dropped off?

Analytics can answer almost any question you can think of about your website.  The data is all there - it's about how you reimagine the question, to find the report that will answer it for you.  

In the coming blogs we will discuss and advise on how to 'interrogate data' which will give you the answers to any questions you may have.

If you would like to gain more of an insight into your current analytics then get in touch as one of the Sugar Rush team would be happy to help.