Web analytics is the measurement, interpretation, and analysis of internet data, but its uses in the marketing world are crucial. There are hundreds of programs, like Google Analytics, that will quickly give you all the analytical data that anyone would ever need, but interpreting this data and forming an action based on the interpretation are much more difficult. Most businesses that use web analytics fail to view the data in context and focus on the right aspects.
Many online marketers focus too much of their time, energy, and money on hits, or page views, but this statistic by itself can be very vague. For example, if a news website has a million hits, this could be from a million new visitors or twenty returning visitors. Similarly, a high percentage of these views could be from people that went to the site and left immediately (the Bounce Rate). Most analytical programs have tools, such as average time per view and the bounce rate, that can help prevent an incorrect interpretation. The most important aspect of web analytics is the conversion of these page viewers into buyers, readers, subscribers, members, etc. This conversion, called conversion marketing, is the goal and web analytics give you the tools to succeed.
Web Analytics in a nutshell.
Web analytics are important for any web marketing plan, and for our social media marketing plans with the local Leonardo’s restaurant chain (Leonard’s Pizza by the Slice, Leonardo’s 706, and Bistro 1245), it will be no different. In our plans to create and update Facebook fan pages and Twitter accounts, we can track our popularity and the success rate using analytics. We can also view where the current website viewers are coming from, and try to optimize those paths.
Web analytics offer crucial information that can undoubtedly benefit any company’s online presence. To ignore or misuse such a powerful tool in today’s economy can make any such company obsolete.
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