The right web analytics platform can set your business up for success. However, after implementing your chosen analytics platform, you’ll also need to put its data to good use.
Most web analytics platforms track the amount of traffic your website receives. By monitoring this metric over time, you can identify fluctuations. If your site experiences a spike in traffic, it’s always worth exploring what’s caused the uptick. You can then try to recreate the events that triggered this increased interest. For example, if a blog post generated a significant buzz, you might try creating similar content around the same topic.
Of course, attracting visitors to your site is only half the battle. Once they arrive, you’ll need to work hard to keep those visitors engaged with your content. Metrics such as the number of pages visited, bounce rate, and average session duration can all indicate whether your website is successfully holding the visitor’s interest.
If these figures are low, it may indicate an issue with your content, or even a disconnect between the content the visitor was expecting and the experience you delivered. These metrics can also sometimes suggest an issue with your website’s performance. There’s a chance that visitors may be interested in your website’s content, but are frustrated by UX problems such as slow page loading times.
Most websites want to secure conversions. You can use your analytics platform to identify the trends, patterns, or traffic sources that deliver the highest conversion rates. You can then adjust your future activities accordingly, in order to create a high-converting website.