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Analytics: The Art Of Refining Visitor Experience And Improving Your Conversion Goals

A large part of the work we undertake for clients involves interpreting web analytics. The Web Analytics Association defines web analytics as "the objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimise web sites and marketing initiative." Put simply, web analytics helps to continually refine the visitor experience and, just as importantly, enables you to improve conversion goals whether that be a sales, downloads, enquiries or opt-ins.

Using Web Analytics to Gain Actionable Insights

Web analytics is the process of capturing and interpreting and acting upon data surrounding visitor behaviour and site statistics in order to promote your site effectively.

Understanding who is using your site, where they came from, what terms they used to get there and how they interact with your site can help you interpret information essential to the success of your website:

• market trends
• visitor behaviour
• key landing pages
• exit pages
• bounce rate
• referrers
• top keyword searches

Monitor your visitors and users

With web analytics you can quickly identify the pages that are working and, just as importantly, those with high bounce or exit rates. You can identify which keywords generate sales and those that are a waste of time. In fact, analytics can give you very detailed and specific information about how visitors interact with your site in many different ways.

SEO initiatives

Carefully studying the actions and behaviours of your visitors can uncover areas of your site that need improving. For example, you may discover many of your visitors are bailing out of your checkout process which is affecting sales. Web Analytics provide actionable insights that allow you to optimise your website based on real user data rather than gut feeling.

Marketing initiatives

Web analytics can assist in developing a highly effective marketing strategy based on user data that is specific to your website and your customers. Your marketing plan can precisely reflect what your customers want, targeting the exact keywords they use when looking for it, and build landing pages that convert.

Your search for a A Small Business SEO specialist stops right here. Contact Blackberry SEO today and find out how we can help make your online business a complete success.