Web analytics involves collecting, analyzing, and reporting data about website traffic and user behavior. By understanding how people interact with a website, you can gain valuable insights to improve its performance and ultimately achieve your business objectives.
Web analytics involves a variety of metrics:
- Traffic: This is the total number of visitors to a website. It can demonstrate who the website has reached.
- Traffic Sources: This tracks the location of the visitor’s view of a website. This could be normal search, social media, or paid advertising. This can tell us which marketing campaigns are attracting more users.
- User Engagement: This shows how visitors interact with your site. Metrics like bounce rate (percentage of visitors who leave after one page), time spent on site, and pages per session provide insights into user experience and content effectiveness.
- Conversions: Tracking conversions helps you measure the success of your website in driving desired actions.
By leveraging web analytics, you can:
- Improve user experience: You can identify areas for improvement and optimize your website’s design and content for better engagement.
- Make data-driven decisions: You can allocate resources more effectively and focus on efforts that generate the most website traffic and conversions.
- Measure ROI (Return on Investment): Web analytics helps you track the effectiveness of your marketing campaigns and website investments, allowing you to calculate the return on your efforts.
Getting started with Web Analytics:
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Learn more about web analytics with the following research:
Jansen, B. J., Jung, S.G., Chowdhury, S., and Salminen, J. (2021) Persona Analytics: Analyzing the stability of online segments and content interests over time using non-negative matrix factorization. Expert Systems with Applications, 185, Article 115611
Jansen, B. J., Jung, S.G., and Salminen, J. (2022) Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites. PLoS ONE. 17(5): e0268212. https://doi.org/10.1371/journal.pone.0268212