Marketing

What Are Web Analytics?

What Are Web Analytics?
Written by Amy Sorter

What are web analytics? Web analytics focuses on deciphering site user behavior via the collection, reporting, and analysis of website data. Such information determines whether a website is meeting certain goals, while helping marketers make better, more informed, content decisions.

There is more to building a website and having it go live than, well, building it and having it go live. It’s important to understand if a website is doing what it’s supposed to do. This is where web analytics come in handy.

Web analytics involves collecting, analyzing, and analyzing data from a website. That data provides valuable user information which, in turn, helps drive effective marketing content decisions.

The typical (web) analytical framework

A framework to measure website effectiveness through data gathering can include the following:

  • Goals. In other words, why the website is even in place. Maybe the website goal is to sell a certain product or service, to educate the public, or even both.
  • Objectives. These outline the steps necessary to achieve the website’s goals, such as “to reach as many users as possible, who would be interested in the information provided.”
  • Calls-to-Action. These are activities that site visitors should complete. Such activities can include clicking through to a landing page, filling out a form, or clicking a “purchase” button.
  • Key performance indicators. KPIs measure web user activities such as the click-through rate of keywords, or unique visitors to a website.
  • Targets. What specific activity needs to be reached, a percentage increase of unique visitors to a website.

Web analytics: More than building a website

An inefficient use of anyone’s time is to simply develop a website, flick on the switch, and hope people flock to it. A better use of time is to have a strong web analytics program in place. Such data can provide insight into user behavior, providing the foundation for a more effective content strategy.

What are web analytics? Learn more about gathering data to measure website user behavior, and how it can help drive #contentstrategy. Click To Tweet

About the author

Amy Sorter

Amy Sorter is an award-winning journalist, copywriter, and principal of The WordSorters. She focuses on creating custom, highly engageable content in a variety of formats for non-profit organizations, small businesses, and Fortune 500 companies.

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