Web Analytics | Using Data to Improve Website Performance

Simply Clicks is a great fan of web analytics. We also hold Google Analytics IQ certification. However, we don't see web analytics as an end in itself. Web analytics is a tool for understanding and improving the performance of your website and, ultimately, improving the profitability of your business. This is particularly the case if you are spending money on SEO and PPC campaigns

Web analytics, is the process of measuring, tracking and analysing the behaviour of website visitors in order to improve website performance and lead to more conversions or revenue. This can be done at the aggregate or individual visitor level. Used in conjunction with data from the search engine results pages and pay per click reports, a complete picture of the sources and behaviour of website visitors can be established.

Using web analytics we can firstly determine the marketing effectiveness of each search marketing component, search term, referring link or social media tweet, comment etc. Secondly we can improve the role of each individual web page or process in generating business. Web analytics is therefore a key tool in improving marketing return on expenditure or campaign ROI. Read about our web analytics training courses.

Using Web Analytics to Understand Visitor Value

Top Level Analytics Metrics

  • Sessions - The number of visits
  • New Users - The number of unique visitors
  • Page views - The number of pages viewed.
  • Visit length - Average time on site
  • Bounce rate - Visitors appearing to leave the website without interaction
  • Returning visitors - Visitors making a second or subsequent visit.
  • Traffic Source - The share of visits accounted for the basic sources of traffic; Direct visitors, referring sites or search engines.

Mid Level Analytics Metrics

  • Keywords Analysis - The keywords entered into a search box when used to find your site.
  • Referring Websites - The page where a visitor found a link to your site. Could be a search engine.
  • Search Engines - The search engine used to find your site. Can be analysed at the brand name level i.e. Google vs. Yahoo vs. Bing or at the host level e.g. Google.co.uk.
  • Country/State/ISP of Origin - The location of the site visitor.
  • Device use - Desktop/Laptop, Tablet or Smartphone.
  • Browser - Firefox, Internet Explorer, Safari, Netscape, Opera etc.
  • System Stats - Operating system, screen resolution.

Content or Page Analysis

  • Entry Pages - Indicates which pages perform best in search engines.
  • Popular Pages - Indicates which pages are most popular once the visitor is on the site.
  • Exit Pages - Indicates which pages may encourage the visitor to leave the site.

Campaign Analysis

  • Google Adwords
  • SEO
  • Social media
  • E-mail
  • Other online marketing activities

Conversions, Goals and Funnels

  • Goals - Key actions or events that contribute towards sales, leads or enquiries. 
  • Conversion funnels - The micro-conversions and steps through which visitors go as they convert.
  • Attribution - The contribution to conversion made by individual traffic types.

Understanding Visitor Behaviour and Value

A key theme in website optimisation and web analytics is to work back from the sale or lead generation. At the top level this means understanding why a website visit has been successful and attempting to replicate that event as many times as possible. Rather than thinking which keyword terms and search engines yield the most traffic, find which visit types and a visitor behaviours yield the highest sales, margins or B2B leads.