So your website is up and running; visitors come and go - some become customers, some simply browse your pages, and some just take a peek and leave. What determines whether they stay? More important, how can the site be improved to raise the conversion rates and minimize bouncing? These are the questions familiar to all business owners with websites, and the answers are to be found in analyzing traffic patterns on your website - by employing web analytics, that is. Web analytics tools gather many kinds of traffic information essential for effective SEO and marketing campaigns and ongoing web development, and regular monitoring of web analytics data allows the webmaster to determine relative success of any changes made and approaches implemented.
Google Analytics, a web analytics tool used by most, provides answers to webmaster's many burning questions. First, it gives a measure of the overall success and progress of your website with an overview of its current traffic: how many visitors - and of these, how many new and how many returning - have landed on your website on a given day, how many pages an average visitor views, conversion / bounce rates, and how the traffic on your site compares with sites of similar size.
Further, perusing Google Analytics data yields invaluable information for SEO and marketing campaigns so vital to running a successful website, particularly eCommerce, in the competitive web environment. You will learn where visitors come from - which search engines or social media networks redirect them to you - and which keywords drive them to your site. Google Analytics statistics also allow to evaluate relative popularity of your website's pages or items on a page, such as banners or links, by measuring how many hits the pages and their specific sections receive. Such information greatly aids the webmaster in determining which keywords to target in your web content, which advertisement and promotional campaigns were particularly successful, and which SEO elements – both on- and off-page – need additional optimization.
Similarly, as far as web development is concerned, the benefits of web analytics data are obvious - identifying weaknesses of design will enable targeted improvement. Your web developer can augment less popular pages or page sections with engaging new content and redesign the layout to enhance user experience and encourage further browsing.