• Web analytics solutions have emerged as applications that provide extensive information and data about users visiting your webpage. However, many organizations are unaware of the capabilities of these tools and unsure how to leverage these new technologies to enhance user experience.

• Traditional solutions offer information and data about customers’ activity on the website but no insight into their motivations and behavioral patterns.
• In addition, an overwhelming number of vendors are offering various solutions. Understanding which solution best fits your business needs is crucial to avoid overspending.

• This research is aimed to help you understand what web analytic tools are and some key trends in the market space. Learn about top advanced analytic tools that help you understand user behavior. Discover top vendors in the market space and some of the high-level features offered.
• This research also explains techniques and metrics to gather critical insights about your website’s use and will aid in understanding users’ motivations and patterns and better predict their behavior on the website.

1. ORGANIZATIONAL GOALS

The first key step in implementing and succeeding with web analytics tools is to set clearly defined organizational goals, e.g. improving product sales.

3. KPI METRICS

Define key performance indicators (KPIs) that help track the organization’s performance, e.g. number of page visits, conversion rates, bounce rates.

5. REVIEW

Continuous improvement is essential to succeed in understanding customers. The world is a dynamic place, and you must constantly revise your organizational goals, business objectives, and KPIs to remain competitive.

2. BUSINESS OBJECTIVES

The next step is to lay out business objectives that help to achieve the organization’s goals, e.g. to increase customer leads, increase customer transactions, increase web traffic.

4. APPLICATION SELECTION

Understand the web analytics tool space and which combination of tools and vendors best fits the organization’s goals.

• Web analytics is the branch of analytics that deals with the collection, reporting, and analysis of data generated by users visiting and interacting with a website.
• The purpose of web analytics is to measure user behavior, optimize the website’s user experience and flow, and gain insights that help meet business objectives like increasing conversions and sales.
• Web analytics allows you to see how your website is performing and how people are acting while on your website. What’s important is what you can do with this knowledge.
• Data collected through web analytics may include traffic sources, referring sites, page views, paths taken, and conversion rates. The compiled data often forms a part of customer relationship management analytics to facilitate and streamline better business decisions.
• Having strong web analytics is important in understanding customer behavior and fine-tuning marketing and product development approaches accordingly.