In the last decade, tracking web analytics has quickly evolved from merely data crunching to a very influential decision making platform. Web analytics is an important tool for Internet marketers and web designers alike to make choices about how to improve traffic flow, design calls to action, update search engine optimization and improve the in all-purpose strategy of a website.
Paying close consideration to visitor behavior on a website through analytics is very alike to paying concentration to the consumer behavior for a store, brand or product. Think of it this way… a store manager arranges their shop with the most marketable items in places that grab the shopper’s attention and are easily accessible and highly evident. Just as the store manager is looking to make the shopper’s experience more pleasing by arranging their store base on the habits of his consumers, so that it is easy and enjoyable to navigate through, a website creator should take into account what information is most sought after on their website and the habits and pathways visitors are attractive to get there.
Without web analytics it is after that to not possible to measure and analyze website visitor behavior. Analyzing visitor behavior allows you to determine activity as it affects profit, sales and areas (pages) of interest. Page views, navigation, entry and exit pages, time spent, languages, geographic locations, visits, and keywords used in searches are a few of the features that are able to be determined using web analytics. By simply tracking items that are most often viewed you can learn what items or products on your site, receive the most attention. In this way you can get used to your offerings to attract more traffic and while doing so monitor what sparks and keeps visitor’s attention.
The Net Impact team places special emphasis on the significance of clickstream tracking, or the following of a visitor’s clickstream as they move throughout a website, down to every microscopic detail. This analysis obtainable by Google under the name Event Tracking Tool, allows you to track every movement your visitor makes as a sole event. Analyzing every small movement, or micro-conversion, your visitor makes provides you with useful feedback used to create changes to your website to improve your visitor’s experience, which will in turn enhance the in general value of your website. Every micro-conversion a visitor makes is important because, no matter how small the movement is, it is still conversion, you are still getting the visitor to do what you want them to dig deeper and deeper into your website.
An outstanding example of this is The Net Impact’s findings with the website www.mvilivestats.com. Mvilivestats is an online collection of Van Gogh’s works. The website conventional thousands of visitors each day. The Net Impact helped Van Gogh gallery setup Event Tracking Methods to gain greater insight into the navigation patterns of its main landing pages. Through event tracking, Van Gogh Gallery was able to determine that the large image links on the page received 98.5% of the click-through compared 1.5% for the side routing links, going to the same page. This was helpful for determining the elements necessary on each page to get visitors to take the next step.
In conclusion, if you ever wondered how to analyze website user performance, determine which search terms they come from, which pages are most visited, which pages are of least interest and how to maximize your ROI, look into implementing a Web Analytics solution. Analytics will help you conduct a behavioral analysis of your website visitors, and with that information you can make the required changes to your website that will improve your overall conversation rate and make your visitor’s website experience one that is pleasurable.