Web analytics – a dream come true

March 15th 2007

Web analytics might sound scary but used properly provides a fantastic competitive edge.  Running a website without looking, analysing and using the stats it provides has been likened to working blindfold when your competitors have 20 20 vision.

The information available from your website is a marketer’s dream come true.  You can find out what visitors typed into Google to find you, which search terms actually resulted in sales and which brought visitors that simply had a quick glance and went away again.  That is useful if the traffic came through the natural rankings but turns into real pounds and profit if any of it was paid for from Adwords, banner ads etc.

Design issues can also be addressed.  Is there a problem with the navigation path through the site? Pages can be identified that are either  losing visitors or not performing as well as others. 

Internal search engine functions also a potential goldmine of data.  Which terms are visitors using and which are resulting in failed searches, perhaps a product opportunity is being missed?

Using web stats to drive the way your site is promoted, maintained and developed is increasingly the way the big online retailers are working.  But it is a technology and methodology open to every webmaster and the adoption of which almost without exception results in a healthier bottom line.

Atracks Ltd offers training in the use of web analytics at the Basepoint Business Centre, Bournemouth.  In house training is also available

 

http://www.atracks.co.uk
Tel 01425 476547
email: sally@atracks.co.uk