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Web Analytics: How To Use It?

Web Analytics: How To Use It?

Till a few years back, people and organisations created websites just to show their online presence. But nowadays people have started realizing the importance of not just having an online presence but having a meaningful online presence. Gone are the times when there were only static pages on a website. Companies are now investing money into their websites to make them user friendly, appealing, interactive, relevant, and regularly updated. But after building a great website, what next? How would you know if the money you invested in making a great website is actually working or not?

Until recently, there was no concrete way of analyzing consumer behavior on websites. With the advent of Web Analytics, it was possible for website owners to know what their customers did on the website. There was an opportunity to give the customers exactly what they were looking for, be it content, products, or services. So along with a great website, now you can actually see inside your consumers mind – what they do when they are on your website, what products or pages are they viewing, how long are they on it, and finally if they purchased a product or not. All these help in making decisions about changing your websites content, look and feel, so that the conversions are higher.

For eg: if you have a website that provides only information of your services and a sign up form requesting details or call backs, you would know that there are people who are coming to your website and reading through the information but not signing up for your services. This means that there could be a gap in the website content that is not motivating them to sign up. Getting such information would be invaluable for any organisation to help them convert this website traffic into a meaningful conversion.

And that is exactly where Web Analytics jumps in. Web Analytics helps to offer you insights into where your website traffic come from, whether it was Google search, a referral site, or social media links. It can also tell you what is working to your websites advantage and what isn’t.

How does Web Analytics work?

Web Analytics works in 4 basic stages of cyclical order-

  1. Measure – Once enabled the software, which runs in the background of your website, starts measuring and collecting your website traffic data.
  2. Report – It then, uses the collected data to give reports on key online metrics. Metrics could include total sessions, returning users versus new users, bounce rate, time spent per page, exit page.
  3. Analyze – The key metrics is the relevant data you require to track the progress of your website and make useful analysis pertaining to the functioning of your website.
  4. Optimize –You can optimize your website as per the analysis and get the output you need from your website.

Web Analytics

A key metric in web analysis is the traffic. If the website traffic is higher there is a higher conversion rate. For example: If more people visit your website, more would be the number that will register for an event that you are organizing.

Key Online Metrics in Web Analytics

Web Analytics


  1. Knowing your Site Audience: It is important to know your website visitor behavior.
  • Page visits – How many people have visited your website
  • New vs. Returning users – How many users are new and how many are returning visitors.
  • Average time on site – How much time did each visitor spend on your website
  1. Knowing your traffic sources: It is extremely important to know where the traffic to your website came from. Whether the traffic came directly or from organic searches or from referral sites or due to some campaigns that you are running. This would help you distribute your digital spends such that you spend more from where your traffic comes from.
  1. Analyzing your Site content: Knowing what content on your website attracts and retains more visitors is another important metric.
  • Top landing Pages – You can know which are the pages on which your visitors enter your site. These can be seen under the top landing pages.
  • Top exit pages – From which pages did the visitor, leave your website. Maybe you see increased exits from just one of your pages, then it becomes necessary to know what prompted them to leave from there and whether you can do something there to keep the visitors riveted to your site.
  • Bounce rate – You can come to know how many visitors left directly from the landing page, without exploring your website further.
  • Time on page – how much time did the user spend on each of your pages. This is relevant in tweaking page content to increase the time spent on each page.
  • Internal search keywords – This metric helps in understanding what the users are looking for on your site.

These key metrics can help you immensely to deliver relevant information to your customer and keeping your website goal conversion high.

There are many Web Analytic tools available online, one of them being Kentico. They provide a sophisticated integrated marketing solution to website owners that enable them to convert their website into a sales and marketing powerhouse. The web analytics feature is a built-in feature in Kentico’s Content Management System. With features like customizable dashboard, ability to segregate mobile, tablet, and desktop users, it is a useful software for website owners looking for a wholesome solution for their website management.

See the video by Kentico on how to use web analytics for your website –

Image credits: Kentico

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