Web Analytics is the act of collecting and analyzing user data based on the way they interact with a website. Each visit to a website is full of trackable data - from entrypoint, to clicks, to time on page, and more. Understanding how customers interact with web pages helps facilitate website optimization for user experience and conversions.
Importance of Web Analytics
Web Analytics is essential to the success of any website or ecommerce business. It helps shape the way visitors and customers interact with your site, your content, and your products. This is important for Search Engine Optimization (SEO) as Web Analytics helps identify valuable keywords and content pieces that will perform well, keeping current visitors engaged and new visitors coming in.
Analyzing an ecommerce website helps create on-page content and product strategies for all stages of the conversion funnel: Top of funnel aka “Awareness Stage” - customers who are just discovering the business and learning. Middle of funnel aka “Consideration Stage” - customers who are trying to learn more about specific products or services. Bottom of funnel aka “Conversion Stage” - customers who are almost ready to purchase and need comparative content or other content that focuses on product value propositions. Web Analytics helps with optimization of each of these funnel phases.