Statistics and rates can tell you considerable things about how visitors’ value, use, and interact with your site — and that’s where web analytics become useful.
Analytics about your web data offer plenty of intel that levels the playing field against your competition. If you want to press forward and dominate your industry, you need expert web analytics services to interpret and accelerate your site’s growth.
Keep reading to find out what you need to know about web analytics services.
Do you need a web analytics consultant right away? WebFX is an impressive Internet marketing company with over 20 years of experience. Contact us online or call us at 888-601-5359 now.
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What are web analytics?
Web analytics revolves around the practice of gathering, reporting, and evaluating website data. This data lends insight into user behavior through helpful metrics and reveals how well your Internet marketing campaigns work.
Your web analytics can reveal patterns and lead to actionable steps to improve user engagement and marketing goals.
Through tracked measurements, you can see what page visitors entered through, the length of their session, which pages they navigate to next on your site, and more.
Whether you want to keep tabs on your paid advertising or organic search results strategies, these analytics deliver clear indications of your efforts. Web data allows your business to make informed decisions about its performance.
Why are web analytics important?
With qualified marketers and applied methods, you might overlook tracking and web analytics. If you start out well, then why do you need to follow along with minor performance details?
Despite your campaign kickoff, you must continue paying attention to its development and effectiveness.
Just like a dedicated coach doesn’t sit on the bench during a game and tune out, you can’t ignore signs of progress in your marketing efforts. Web analytics services help you stay aware of your website’s reach when you don’t have the time.
Web analytics are crucial to running profitable campaigns because they keep you updated on your site activity. They allow you to stay in-the-know so you can reshape or tweak any areas of your strategies that aren’t excelling.
So, what web analytics metrics matter to your site?
Let’s review six metrics that you want your web analytics services to focus on:
1. Observe traffic and sources
A significant motivation for Internet marketing comes from boosted visibility. You want a vast number of eyes on your site and brand, and you want those eyes to belong to high-quality leads.
To learn about the traffic that comes to your site, you can use web analytics to measure how many new and returning visitors you have.
The traffic data you can access includes referrals — or other websites that sent users to your site. You can see the payoff from the network you built when other businesses, customers, and industry leaders refer people to your pages on the Internet.
You can also look at sources and channels that generate visitors like social media platforms, affiliate links, and display ads. If you know the most worthwhile places that funnel traffic to you, you can capitalize on those sources and bolster weaker areas.
Web analytics services can help you discover the most valuable sources of traffic for your company, as well as develop a plan for maximizing the impact of traffic coming to your website.
2. Examine bounce rate and exit pages
The features on your site that cause people to leave are hard to pin down, but web analytics makes them clearer and accessible with metrics like bounce rate and exit pages.
Bounce rate — the percentage of single-page sessions that occur — is a significant number to look at, because it points out which pages don’t retain visitors. This is a strong indication of how you satisfy users, and it lets you concentrate on pages that need to meet user needs better.
Exit pages show the places where visitors lose interest — or hopefully, complete their journey down the sales funnel. If your order completion page or a related end-of-the-line location is where people leave, then it appears you’re making sales and doing well.
However, if people leave from a product page or blog page, you can hone your content to call them to action and to convert.
3. Inspect conversion rate
You can have many conversion goals that help you check-in on a visitor’s journey on your site.
Conversions — desired actions on your website — are necessities for your business. The conversion rate for different goals gives you a good idea of your ability to engage customers, which takes constant review and work.
You might set up your conversions as registering for site accounts, signing up for email updates, heading to check out, or leaving a customer review. The main objective with each of these is to establish a relationship with your audience and complete transactions.
If you’re attempting to optimize your conversion rate, you can witness the evolution of your strategy as more visitors transform into customers.
4. Gauge successful keywords
The keywords you want to rank for in search engine optimization (SEO) are the building blocks of getting exposure and revenue for your business.
Web analytics in Google Search Console, for example, can reveal which queries people use to find your site, which lets you know if your keyword research and usage is productive.
You can also see the average positions of your pages for chosen keywords and their click-through rate (CTR) by using web analytics services, which can pass on more information about your site’s strength.
5. Understand demographics
The data collected about your site visitors takes away some of the mystery about who wants your products and services because it outlines the demographic details of your audience.
With an analysis of your audience’s locations, interests, technology, ages, and genders, you can craft better content that fits your prospective customers.
You can alter your site’s design and messaging to appeal to the demographic brackets that purchase products and interact with your pages.
You can even assess the kinds of Internet browsers users have and the service provider they use on their mobile phones when using web analytics services. You can get the full picture of your users’ preferences and traits through tracking this series of metrics.
6. View revenue and ROI
It’s convenient to know how much money you spend and how much you make throughout your Internet marketing campaign. Web analytics also stays on top of the transactions and revenue your campaign musters.
This web analytics metric also showcases the sources that turn into purchases.
Do you know if your organic searches or paid search ads bring in dollars? Web analytic services can shed light on your most profitable strategies.
This educates you on your return on investment (ROI), and you can have confidence that your Internet marketing services or in-house strategies are paying off and advancing your business.
How web analytics services work
Now that you’re familiar with trusted metrics, you’re probably wondering, “How can marketers track all those elements?” Analytics services don’t function alone — they use web analytics tools to evaluate the data.
The snippet goes into the HTML code and records user behavior as people click on a URL and interact with a site.
As time goes on, data comes in, and you can secure information about your visitors for additional analysis.
Split testing is another type of web analytics service that tests out different versions of a page to judge which one gets a better reception. A/B split testing uses a control and a variant of the page and examines and analyzes data to improve site functionality and design.
How to choose the best web analytics services
The level of expertise that a web analytics consultant offers can transform data into real results for your company. However, the process of picking a web analytics expert can be overwhelming.
What qualities do you need to look for to get the best web analytics services?
Web analytics services should prioritize your goals and apply in-depth industry knowledge to your campaigns.
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Here are the four steps to select your ideal web analytics agency:
1. Get experts that tailor their approach to your business
You don’t want a cookie-cutter consultation for your unique company — each business has its own values and objectives. The web analytics services that can propel your business forward should understand the basics of your operations and long-term expectations.
Customized analytics can bring richer byproducts.
For example, an ecommerce site is going to be laser-focused on transaction metrics, while a brick-and-mortar business can thrive off publishing helpful content.
2. Consider the data timeframe
For a well-rounded overview of site data, an expert shouldn’t pull their advice from a brief period, unless your website brings in a significant amount of daily traffic. Analysis requires a decent timeframe to identify problem spots and offer actionable solutions.
If your business has seasonal connections, you don’t want to evaluate a slow part of the year and reorient core cornerstones of your site based on the slow season. That’s why it’s wise to cover a large period that spans dips and rises in your site traffic.
Investing in your website’s analytics now and continuing to monitor your data can help build a snapshot of your site’s online performance, which can serve as an excellent reference point as your company continues to improve its website and expand its online marketing efforts.
3. Find helpful reporting
Analytics consultants can send out detailed reports at a variety of intervals. Whether you’re comfortable with weekly, monthly, or quarterly reports, it’s handy to gain a partner that delivers regular reporting.
Explanations, along with the data can make the analysis more practical and efficient too.
Highlights, summaries, and separate growth from campaigns can make reports insightful instead of tedious. Reporting is supposed to save you time and effort, so explore the options that website analytics service providers offer.
4. Look for transparent pricing
If the prices are hazy for web analytics services, you can’t be sure of your initial investment and your ultimate ROI.
Transparent pricing prepares you for whatever additional fees you might encounter later, making it a budget-friendly characteristic.
Many companies have a starting cost that includes the set up of various tracking and integration features, but you can also look for recurring rates by year or month that focuses on reporting and troubleshooting.
5. Receive detailed recommendations
Web analytics services usually involve sessions with dedicated experts who pass on advice and enhancement suggestions for your site.
When you have an ongoing analysis of your site, you can put recommendations into action and see a powerful change in your brand — but you need enough information to implement changes.
Detailed instructions on how your site should work can elevate your Internet marketing efforts.
3 must-have web analytics tools
Like we said before, you can’t carry out web analytics without tools and resources. For web analytics, you need high-functioning software that aggregates data and condenses it into a more manageable format.
Let’s go over three must-have web analytics tools that can speed along your web analytics set up and get you closer to high volumes of traffic and a steady flow of conversions.
1. Google Analytics
As the most robust free web analytics tool, Google Analytics is the backbone of site analysis. Google’s experience in evaluating website quality makes it highly qualified to guide site owners through their web performance.
Google Analytics has charts and graphs that pass on trends about your site.
It’s broken into four categories — audience, acquisition, behavior, and conversions.
There’s also a real-time analytics section that allows you to watch as current user actions shift the data around. Second-by-second and minute-by-minute, you can see what’s taking place on your site with the real-time analytics feature.
Google Analytics has custom goals you can create to monitor your site too.
You can precisely track important steps through these tailored goals.
Here are the four types of goals you can set up:
- Destination: The visitor goes to a specific page, like a "thank you" or "keep shopping" page.
- Duration: The visitor spends a certain number of minutes on a page.
- Pages/Visit: The visitor navigates to a minimum number of pages during their session.
- Events: The visitor performs a chosen action, like downloading a pdf or pressing play on a video.
- Smart goal: The visitor's level of engagement informs paid ad targeting.
Making sense of this data and related metrics in your Google Analytics reports is the trick to having a website that not only earns traffic but also generates conversions.
Web analytics services help make that happen by translating these tough-to-read charts for you and your staff and providing actionable advice.
2. Google Search Console
Google Search Console — working in conjunction with Google Analytics — is a useful tool for web analytics. It sticks with search-specific analytics, but it can support multi-strategy campaigns or SEO-devoted ones.
You can integrate Google Search Console with Google Analytics, and it will show up under Acquisition in the “Search Console” section.
Search Console has unique dimensions that stand apart from Google Analytics, which can let you delve deeper into configuring your site and attracting traffic.
Here are the dimensions you can access:
- Landing pages
The queries section is arguably the most useful and unique of the four because it’s the way you can grasp which words your pages rank for and how people flock to your site.
Google Search Console is also free, and it’s an essential tool to manage long-term growth from a web analytics standpoint.
Branching off from Google’s toolkit for analytics, MarketingCloudFX is another resource that tracks and generates data about your Internet marketing campaigns.
This software is made up of multiple applications, including:
Since MarketingCloudFX contains so many tracking tools, it’s no surprise that the marketing automation program sifts through critical data and churns out relevant recommendations at lightning-fast speeds.
ContentAnalyticsFX is a compelling part of the program because its machine learning predicts the best content subjects and site edits for optimal traffic flow and conversions. Its data-driven power can tighten up your decision-making for a successful website.
MarketingCloudFX is WebFX’s proprietary software, and IBM Watson powers its artificial intelligence capability.
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Discerning your next steps in Internet marketing doesn’t have to happen blindly. Web analytics gives you command of robust data and actionable feedback to guide your campaigns.
In your search for a worthy web analytics service, you won’t come across an agency quite like WebFX. At WebFX, we focus on real results and data-backed solutions for our clients. We’ve generated over $1.5 billion in the last five years for our clients and their businesses!
Our web analytics services have seasoned team members executing careful analysis, and we’ve been handling Internet marketing campaigns and analysis for over 20 years.
Are you ready to get the analysis you deserve?
Contact us online or call us at 888-601-5359 today!