What is web analytics and does your business need it?

The importance of web analytics and where to find them

In our competitive digital world, knowing how visitors interact with your website is no longer a luxury – it's a necessity. This is where web analytics come in, unlocking valuable insights into your website traffic, how visitors behave, and how well your website is performing overall.

We look at what web analytics are, why they're crucial for your success, some key metrics to keep an eye on and where to find the tools for that all-important competitive edge.

What is web analytics?

Web analytics tell you the story of your visitors' journey – how they find you, which pages capture their attention (and don't), and ultimately, if your website’s achieving your business goals.

Just some of the key metrics you can track include:

• Pageviews: How many times visitors look at individual pages on your website

• Click-through rate: The percentage of people who see and click on your online ads, emails or website links

• Top-performing pages: The pages grabbing the most attention

• Exit pages: The last page users visit before leaving your site

• Traffic sources: How people find your website, such as through search engines, social media or direct visits

• Bounce rate: The percentage of visitors who leave your website after viewing just one page

Web analytics tools

The good news is you don't need a team of data experts to unlock the power of web analytics. There are plenty of user-friendly tools readily available to analyse your website data, making them perfect for businesses of all sizes, including:

• Google Analytics

A free tool offered by Google, Google Analytics is a fantastic starting point for most businesses. It provides in-depth insights into everything from where your visitors come from (traffic sources) to the content they like best (content engagement). You can even track specific goals, like how many people sign up for your newsletter or product sales.

It also has a simple, intuitive design and easy-to-understand reports, making Google Analytics a great choice for both beginners and experienced users.

• Adobe Analytics

Adobe Analytics is ideal for bigger businesses with lots of website traffic and complex data needs. It offers detailed analytics, enhanced reporting, and advanced features like segmentation (where you can separate your website traffic data into smaller, more focused groups). While it comes with a cost, Adobe Analytics provides a customisable deeper dive into your data.

• Search Console

Another free tool offered by Google, Search Console checks if search engines can easily find and understand your website pages. It also reveals any technical problems stopping your site from ranking higher in Google’s search results. By fixing any issues, you can make it easier for potential customers to discover you online.

• SEMrush and Ahrefs

Although they’re not exactly web analytics tools, SEMrush and Ahrefs help you understand what keywords people are searching for and which websites dominate those searches. By taking a peek at what your competition is doing to attract visitors, you can improve your website's content and marketing strategy to add to your online appeal.

What is the difference between data analytics and web analytics?

While both analyse data to help you better understand your business, they focus on different areas.

• Web analytics focus on your website traffic data and user behaviour to help you understand how visitors find you online and what they do while they’re there. Acting on these insights can also help you appear in specific Search Engine Results Pages (SERP) features like Featured Snippets and Local Packs, driving more targeted traffic to your site.

• Data analytics take a broader view by analysing business analytics that don’t pertain to your website only. Some examples could be sales figures, social media engagement, customer surveys, to help you identify patterns across your entire business.

Together, website and data analytics give you a clear picture of your customers and business. It’s a winning combination that lets you make data-driven decisions designed to boost your business success.

Discover more insights and SEO advice in our SEO jargon worth knowing guide and how SEO can help customer find you articles.

The importance of web analytics for business

Your website is a powerful tool. But without web analytics, you’re effectively doing business in the dark. Web analytics can help highlight its full potential through:

• Smarter decisions

Forget guesswork or wishful thinking. Web analytics provide cold hard facts about what marketing works, the content visitors like, and where people are dropping off. This lets you make smarter decisions about your website and marketing strategies.

• More sales and leads

A website should be a conversion machine. Web analytics pinpoint areas for improvement, allowing you to refine your site and convert casual visitors into paying customers.

• Better user experience

A clunky website frustrates visitors and can cause them to leave your site. Web analytics show you what pages people like and where they get lost so you can create a user-friendly experience that keeps them happy and coming back for more.

• Stay on top of trends

The online world changes fast. Web analytics help you identify trends in user behaviour and preferences, so you can adapt your website and marketing to keep pace with what your audience wants.

For more, check out our guide on How to Use Analytics to Market Your Business Better.

Website analytics let you see how visitors navigate your site, what marketing campaigns hit the mark, and how well your pages perform. With these data-driven insights, you can make smarter decisions, get more customers, and stay ahead of the curve. The result? A website for business success.

Ready to take the next step? Our V-Hub Digital Advisers can answer your questions about website analytics and offer personalised 1-2-1 advice. Get in touch today.