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3 Web Analytics Tips For Meaningful Traffic Analysis

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Business is all about taking calculative risks in order to achieve desired results. Any course of action or decision can be taken only after making a thorough analysis of the results. The data collected using various measuring techniques plays an important role to plan future course of action. Businesses use various marketing mediums in order to reach out to their customers. The traditional advertising and marketing methods could be measured easily because everything could be easily accessed and there was always a physical log of various collected data. But now, things have changed and marketers have started venturing into the virtual world and its efficiency has become difficult to assess. The advent of internet and the concept of social media marketing etc. has changed the complete perspective towards the marketing scenario. Organizations strive to maintain a healthy presence on the web world. Websites and the presence on social networking sites have become more relevant and significant.  As a result, it is now mandatory to monitor how well the websites or various social networking accounts are performing. This is where the concept of web analytics comes into play.

Web Analytics

Web analytics is all about measuring various web data. It helps in collecting the data, analysing them and preparing the report. An insight to the collected data, in turn helps organizations to understand the effectiveness of their online presence. Businesses can remove the non-performing strategies, adopt newer trends, modify the existing strategies etc. Web analytics helps the business to identify the web traffic. The data collected can also be used for business and market research which in turn helps the organization to improve their website.

Web Analytics For Traffic Analysis

Traffic analysis of a website is an interesting and also the most important aspect. The traffic to a website depicts the number of visitors to the site and the number of pages the visitor visits. Features of the website which is mostly viewed by the visitors and any changing trends in the site visits can be easily identified using various traffic analysis methods.

Web analytics is a tool which helps to understand the website better. As a marketer, it is very important to know, which portion of website is contributing more towards generating traffic to the website.

Web Analytics technology is so advanced that it can help the business organization to measure the popularity of the website as a whole, each page in the website or each section in the website. The analysis provides an insight to various aspects related to the website like duration on the page, page views according to each visitor, entry pages, exit pages, referrers etc. All these details acts as a package to generate a report which becomes the base for any modification in the strategy.

There are certain aspects that need to be taken care of while performing a web analysis using various web analytics techniques. The following are the three important tips for a meaningful traffic analysis:

1. Web Trends:

Web trends helps to get an insight to any changes in the activities related to the website. For example; if a particular website is being accessed using mobile more than from a desktop, then the analytical tool will indicate this trend. With this report in hand, the organization can optimise the website for the mobile. The Web Trends can be accessed under Standard Report>> Audience>> Overview.

 The demographic details of the visitor can be tracked using the ‘location’ tab in the web analytics tool. This feature can be accessed under Audience>> Demographics. The web analytics tool indicates the countries from where majority of the traffic is being generated. The user can prioritize the required changes in the marketing strategy according to the countries. By understanding the web trends, the businesses can optimize their international and national campaigns which will help to fetch better results.

The web analytical tool also allows the user to identify the visitor’s behaviour. The feature is available under Audience>> Behaviour. This feature allows the user to determine the new user, returning users, engagement data, frequency data etc. Under this feature, the user can identify the traffic sources like paid search traffic, non-paid search traffic, traffic generated by referrals etc.

Number of visits and the frequency of the visits which is also called Loyalty, can be found using web analytical tools.

2. Traffic Sources:

It is very important to know the source of traffic so that the marketer can focus on that particular source, allocate budget etc. Social networking sites act as one of the major sources of traffic towards a website. Each social networking site has its own character and it is very important to formulate strategy according to them.

The web analytics tools can be used to measure the various social media sources and also helps to evaluate them. This feature can be accessed under Traffic sources>> Socials>> Network Referrals.

The report generated gives a clear picture about whether the traffic is being generated by Facebook or Twitter or LinkedIn or any other social networking site.

3. In-Page Analytics:

In-page analytics is only about the website of an organization or a business. This feature can be accessed under Standard Reporting>> Content Tab>> In-Page Analytics.

In this digital era, website acts as the face of an organization and it is for the organization to decide how they would like to design their website. The contents, images, videos, info-graphics etc. used in a website have a major role to play in generating traffic for the website. The visual impact on the visitors is more lasting when compared to other strategies.

In-page analytics is a web analytics tool which helps the organization to know how the traffic is reaching the website, which images or colours attract the visitors more, what percentage of visitors are using the site beside the browser screen etc.

These details are very crucial for the development of a website. The marketer can make necessary changes to the layout, colour combination, images etc. making it more appealing to the visitors. The layout can be optimised, the visibility of the content can be improved making it easy to navigate through various sections, including interesting call for action tabs, image maps, page level information etc. based on the data collected using web analytical tools.

The reports generated using the web analytics tools can put forth some of the most interesting facts about the website and these details act as a catalyst to many important decisions. Improving the appearance of the website, optimising the features according to the user requirement etc. can do wonders which will result in increased traffic to the website.

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