Relevant for All Organisations

It is a common misconception that web analytics is only relevant for ecommerce businesses. But every organisation with an online presence has invested in their website and marketing to drive traffic to the website. And the return from all of these investments can be increased through either reducing costs or increasing the gains made, however that is defined.

Remember, the purpose of web analytics is to provide intelligence that informs business decisions leading to an improvement in performance for online organisations. As every organisation makes business decisions, they all need the intelligence that web analytics can provide in order to optimise their performance.

For All Business Purposes

The desired outcome from a website visit varies between organisations. For ecommerce websites, sales is the desired result. Other websites exist to generate leads. Support websites are there to provide information to users of the company’s products, ideally reducing calls through to the call centre. While content websites give people articles or blog posts to read.

The difference between organisations thus is their business objectives and the KPIs they use to measure success. Web analytics allows you to track these KPIs and evaluate if the current strategies are working or if there is a gap in performance. It doesn’t matter if the KPI is Conversion Rate, Membership Activation or Return Viewers, web analytics data provides the intelligence to inform business decisions to continue with existing strategies or to change them.

For All Business Areas

The intelligence provided by web analytics data can inform decisions on areas such as marketing, their website and overall business strategy. These decisions involve most departments that exist within an organisation, the use of web analytics should not be limited to a single team.

Team members from the Marketing department, whether working on Paid Search, SEO, Affiliates, Social Media or even PR, can all use the intelligence from web analytics to evaluate the performance of their marketing efforts. Anyone working on the website, from User Experience to Product Management, Content, Design or Development, has questions about how visitors use the website, how they interact with it, what content they are reading and are they behaving as expected. Web analytics can even deliver insights into your visitor product preferences through tracking their filter settings, telling you what they want (whether or not you are currently supplying it.