Wikipedia states that “Web Analytics”, is the study of online behavior in order to improve it”. It defines two types of analytics; on-site and off-site. To paraphrase Wikipedia, because I think the definition is really good, “On-Site Web Analytics is the journey that the visitor takes once they have reached your site”.
Off Site Analytics
Off-Site analytics refers to what’s going on in the Internet, whether or not you have a website or not“. It boils down to Web measurements and statistics, if you would potentially want to have a website.
These are things such as:
- Which search engine gets the most traffic?
- What are the hot industries or products on the Web?
- What is the yearly growth of searches on the Web?
- What percentage of users on the Internet, buy from ecommerce websites?
On Site Analytics
I will concentrate on the On-Site Web Analytics because, I spend a lot of my time there evaluating my client’s websites.There are a lot of websites and search engines offering free Web analytical programs. I have recommended, Google Web Analytics and ExtremeTracking.com, just to name a few. The Web analytics provide important data as to the activity of visitors on your website.
We review data such as:
- How many unique visitors are there?
- Where did the visitors come from?
- What search words or keyword terms did the visitor use, to find the website?
- How many of the visitors visited the website before?
- How many pages did they look at?
- How long did the visit take?
- What pages of the website are visitors arriving on?
- What pages of the website are visitors leaving from?
- When did the visitors come?
- What hour of the day are most arriving?
- What day of the week are they arriving on?
- What kind of browser were they using?
- Where in the world did the visitors come from?
- What were other websites that visitors came from?
- How many visitors came from the other websites?
- What were other referral sources, including news groups and email?
From all of this data, a Webmaster or Web development specialist can then formulate a plan. The plan should help improve the performance of the website, get higher search engine rankings, and increase sales and conversions.
Changes To Improve Performance
The changes that are usually needed, involve search engine optimization, or website design. It is through this process, that problems are addressed, corrected, and improvements made. It requires expert judgment and keen analytic skills. The objective is always, to improve online performance.
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