Web analytics are the foundation of your digital strategy. They help you to understand your customers better and make truly meaningful connections. Recognise your site visitors, learn how they landed, understand their journey and constantly improve your content - all powered by website analytics.
Web analytics are essential for any business with an online presence. Analytics tools use data science to help you to understand your website and its audience. Businesses and brands can identify the best performing pages and reveal the customer journeys that convert with analytics.
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Put simply, web analytics collect data that shows how people use and interact with a brand’s website and digital campaigns. Bits of code called tags register every page visit, as well as the person’s location (IP address) and the device they were using. Analytics software helps you to
When talking about analytics software, there’s lots of jargon to understand. Some important terms include:
Tracking cookies and web analytics
Cookies are used to help brands understand how people are using their website. These little snippets of text are placed on people’s web browsers when they land on your site. They can be used to capture:
Tags and web analytics
Tags are another part of web analytics that work with cookies. These snippets of code are added to your site and set to respond when someone using your site does something specific. These are called events. When an event is triggered, you’ll be notified. Events recorded through tags include:
Some important metrics website analytics can measure include:
Ready for web analytics? Adobe can help. Request a demo or arrange a call-back today
Web analytics tools reveal how well or how poorly your site is performing. See how people use your website - and identify content that does and doesn’t work. Web analytics benefits include...
Break down your traffic to see how different people are using your site. Separate high-quality leads from web bots and bounced prospects from brand loyalists.
Understand how people arrived at your site. Referral data reveals whether someone used a search engine, typed your URL directly or came from an email or social link.
Track what visitors do once they land on your site. Follow their journey through your web pages - from researching blogs and product pages through to purchase.
See how your audience is interacting with your site across metrics such as downloads, video starts and product reviews. Track conversions across these page elements.
Web analytics are important because they detail the performance of a brand’s website. Only by knowing how people use your site - and across which devices - can their customer experience be improved.
Today, customer experience (CX) is king. Companies identified as CX leaders cite managing the customer journey as a top priority - with personalisation a top three priority. Web analytics tools can give you the data insight you need. 84% of business leaders agree that digital analytics provide a strong foundation for customer experience initiatives.
"Maximising satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also to lift revenue by up to 15%"
— McKinsey
The days of people interacting with your brand using one device are over. People switch from smartphone to laptop and back again in their typical journey. Go beyond devices with the right web analytics software. Data from different channels is stitched together into one coherent journey - from landing to conversion.
“Knowing how your customers behave on one device isn’t enough to optimise the customer experience or their ongoing loyalty to your brand and recurring revenue to your business”
Ready for web analytics? Adobe can help. Request a demo or arrange a call-back today
Digital technology has transformed the way we shop, eat, listen to music, book holidays, watch films and much, much more. To keep pace with such change, web analytics have evolved. We outline an example of an analytics strategy broken down into four key areas.
Bring all your data under one roof for the clearest possible picture of your customer. Capture data from virtually any source - web, email campaigns, mobile devices and apps.
Web analytics tools include:
Analyse data to understand what your customer does and why. Use advanced segmentation to transform data into what, why and how style insights.
Web analytics tools include:
Stop manually reviewing rows of data and get actionable insights in real time with the analytical power of AI, machine learning and automation, for a robust analysis of customer behaviour with predictive analytics software.
Web analytics tools include:
Turn insights into actions with personalised content campaigns based on the data. Create and manage audience segments based on customer behaviour.
Web analytics tools include:
Web analytics reporting is built around metrics such as traffic, conversions and paths. With it you can show stakeholders what you are doing right and identify where improvements can be made. It will help you…
With the right web analytics tools, you can create customised collaborative reports that go way beyond traditional reporting. Customised reports enable you to set specific metrics and date ranges, which you can then share with your team.
Slow page speed can lead to higher bounce rates. See how long your pages take to load to identify necessary fixes.
Identify loyal customers. Track how often people return to your site and view purchasing patterns across new, return and loyal customers.
STV is Scotland’s only commercial TV network. Launching a new on-demand service, it wanted to attract more viewers to the platform by making the experience “compelling and personalised”.
“Adobe Analytics essentially measures every aspect of the health of the viewer’s experience. It’s how we deliver on what we call quality of experience.”
— Gary Miller | Digital Analyst, STV
With web analytics tools, you can track how people use your website/s. Every time someone visits your page, that visit is logged. Tracking traffic, engagement, paths and conversions, analytics offers much valuable insight. For example, which pages are proving most popular? What pages are causing people to drop off?
There’s no clear definition of web analytics. But essentially it is the gathering and analysis of data that captures how many people visit your site and what they do once they land. Businesses use web analytics to identify audiences, personalise content and improve their sites.
Web analytics testing is putting into action the insight from your analytics data and measuring its performance against your goals. You can use analytics reports to see how people are engaging with your site and content and then shape your strategy around that. For example, testing personalised content or a refreshed customer journey.
Cookies and tags are familiar terms when talking about web analytics. Both help to track how people use your website. But they are different. When someone lands on your website, you place a cookie on their web browser to track return visitors. Tags are snippets of JavaScript code - triggered when a user performs a certain action on-site.
