Whatever is worth doing is worth measuring!

                                   

About Web Analytics

It does include 4 different stages and these are collection, measurement, analysis and reporting of data over the web in order to understand the use of the web and to optimize the web within our conversion goals. Web analytics is just one branch of digital analytics.

Today, when it is difficult to make sense of user behaviour on the web and to attract new visitors/customer to the web page, web analysis and reporting have been gaining a special importance. Nowadays, GoogleAnalytics is free and the most used tool to understand of user behaviour and make web analysis on the web (Thakur, 2017).

Why Web Analytics matters?

The insights and data which are provided by Web analytics help companies to create much more personalized and stronger UX (user experience) for the visitor/user of that specific website.

For key conversion metrics, another crucial element to optimizing the website is understanding the behaviour of visitors.

Also, web analytics show the effectiveness of marketing campaign, so for the future campaigns, companies can create more accurate content for their campaigns (Kejriwal, 2016).

Web Analytics in E-Commerce

It is important to know how online shoppers reach e-commerce site and review what they do while on website, to better understand customers and their needs, and thanks to web analytics, e-commerce companies can analyse several metrics for enhancing the website efficiency and increase the conversion and these are;

• It can be also analyzed users' behavior. Companies can view the every page details visited by customers, for which search queries a user visited the website, and what activities s/he did (sign up, purchase, fill out forms).
• In real time, it can be also viewed which pages users are browsing more and what actions they take instantly. 
• Conversions can be viewed. Conversions are displayed after users who interact with the ad have completed a transaction from a different source and tool. 
• Companies can also analyze data such as e-commerce product performance, sales performance, shopping behavior and average basket amount. 

Reference:

Kejriwal, D., 2016. 6 Benefits Of Web Analytics For Business Growth. [online] Digital Vidya. Available at: <https://www.digitalvidya.com/blog/6-benefits-of-web-analytics-for-business-growth/> [Accessed 9 June 2020].

Thakur, D., 2017. 10 Good Reasons Why You Should Use Google Analytics. [online] Medium. Available at: <https://medium.com/@dineshsem/10-good-reasons-why-you-should-use-google-analytics-699f10194834> [Accessed 9 June 2020].