From design to navigation, many factors affect how visitors engage with a website – or why they don’t. Web analytics software identifies the most and the least effective aspects of a website by tracking visitors’ behavior. With the data from web analytics tools, our design and development teams make strategic changes that improve your site performance. For this reason, web analytics are one of the most powerful tools we use during web design, redesign, and development.
Our developers can use analytics to evaluate your site’s performance at any stage in its life-cycle. If you’re looking to launch a new website, they will perform competitive landscape analysis. By comparing your site to your competitors’, they gain insight into your target audience and can improve your website functionality. Alternatively, if an existing website doesn’t generate sufficient conversions, our developers perform an audit to determine when, where, and why visitors leave your site. To ensure they’ve made the right changes, they track the analytics and provide monthly, weekly, or daily reports. These reports enable us to further modify the site in real-time and provide accountability for its performance.
By tracking visitors’ behavior, web analytics provide crucial insight into various aspects of a website’s information architecture, design, content, and functionality.
For example, web analytics track how visitors move through a site. This information is important because it helps our designers and developers improve access to the pages or product visitors frequently seek. Analytics let us know if we need to minimize scrolling, reduce page content, or promote certain information on the index page.
Similarly, web analytics measure how long visitors spend on a web page and its bounce rate. A bounce rate refers to how often visitors leave a site without viewing a second page. When visitors arrive at a site but leave quickly without a conversion, it is time to assess content and design. Our I.T. department provides these metrics to the Art and Content departments to determine which changes will increase the conversion rate.
to match your needs
Here are just some of the metrics we provide
with web analytics:
- Bounce Rate
- Average Visitor Duration
- Unique vs. Returning Visitors
- Landing Pages
- Exit Pages
- Site Speed
- Social Traffic
- User Behavior Flow
- Device Usage
- Checkout Behavior
Which Analytic Tools
Are Right for You?
Our developers use several analytic tools to collect data necessary to assess and improve site performance.
Before implementing these tools, they consult with clients to decide the best metrics for each site depending on its objectives. Generally, the metrics we provide fall into two categories: Search Engine Optimization or Key Performance Indicators.
Search Engine Optimization (SEO): SEO is one of the most well-known forms of web analytics. Broadly, Search Engine Optimization tools analyze a website’s key words, content, social metrics, links, and other metrics to determine the likelihood of a website’s appearance in search engine results (Google, Amazon, Youtube, etc.). Given that 85% of consumers research a product or service before purchasing it online, SEO is essential to a site’s visibility and success. You can read more about the SEO services we offer here.
Key Performance Indicators (KPIs): KPIs are a collection of statistical processes that measure progress towards a specified outcome. Defining and implementing KPIs varies from project to project depending on the client’s goal, so we set KPIs during the strategic planning phase of web development initiatives. Key Performance Indicators provide a rich source of data about efficiency, timeliness, effectiveness, and change over time. KPIs are especially useful for e-commerce, digital marketing (digital advertising, email marketing, social media marketing), and social media.