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Website Analytics

Website Analytics Can Tell You Much More than Just Number of Hits.

Website analytics is a highly underutilized tool to assess how effectively your website is functioning as a marketing medium. Unlike traditional marketing mediums, website activity is highly trackable. This means it provides actionable, measurable data that enables the trained analyst to understand user activity and how well the website is achieving its objectives.

Website traffic data is an essential component to understanding how user-friendly your website is. More importantly, it can offer insights into whether or not the content on your website is meeting the needs of its visitors. Engaging content typically results in higher conversion rates (no matter how you define "conversions" for your web pages or site). Higher conversion rates correlate to higher interest in your content (products/services/information), which generally results in more sales/business.

Google Analytics Increased Revenue by $500,000

The image below is a screen shot from an e-commerce business's check-out funnel. By tracking the flow of visitors through the check-out process (check-out registration, review/confirm/submit order and order completed/invoice), it became clear that a significant number of visitors were leaving the site on the Review Order page before submitting their order. After conducting an analysis to discover why people were abandoning the process at this point, it became clear that there was a flaw on the Review Order page that required a simple design modification to fix. The results were immediate and lasting – a 5% increase in orders. This 5% amounted to approximately $500,000 in new revenue over the next year. While similar results cannot be guaranteed, this is an excellent example of how valuable a tool website analytics can be.

If you want more information about how to get more value and increased ROI from your website, send ResMark an email using the form below: