To match the vast array of website analytics tools on offer, there’s also loads of different values and metrics you can analyze. Know your website goals, what you need your website to be achieving, then look through these types of analysis – what ones suit your needs best?
What are they? These are the “big picture” figures offering a great overview of your site. Values such as overall traffic, page views and visit duration offer the need-to-know numbers, a great start for web analytics.
How can I use them? These numbers firstly set your expectations on current brand reach and SEO success – are enough people finding your website? If not, why not? They also help you understand how engaging your site is, and what pages are popular (and equally unpopular), allowing businesses to enhance the pages that offer good conversion and improve those that need a lift.
Pros: These numbers are arguably essential for any businesses, as they offer vital analysis. These numbers show in most basic form if a website is successful, or if it needs work. These results are objective and easy to work with – no questions asked.
Cons: Whilst they are vital to understanding your website, this analysis is what it says on the tin – basic. It offers a broad overview, users need to spend time delving into the numbers to draw out theories behind the results.
Tools: These basic analytics are common in most tools. We can recommend:
- Google Analytics: Free, simple, and the most popular web analytics tool for basic numbers.
- Open Web Analytics: Though this tool requires you to host the required files on your own server, it’s informative in its analysis.
Heatmaps and visitor recordings
What are they? Heatmaps offer an image of your website page, with the most clicked-on/interacted with sections highlighted, and visitor recordings are just that – a recording of someone’s journey across your site.
How can I use them? This sort of website analysis offers advanced insight into visitor behaviour, telling organizations how people use their website. It’s easy to understand which elements of specific pages can be changed to impact results, for example you may see from a heatmap lots of visitors click on your logo – does this take them to a strong call-to-action page, or back to your homepage?
Pros: These analytics are advanced in their insight and offer businesses direct action points to make improvements. Where other tools leave it to the users to decipher possible weak spots on their web pages, this information tells businesses exactly what can be improved.
Cons: These analytics don’t give you any information about the quality of your visiting audience. You gain data to make changes to increase the number of conversions, but are they the right visitors in the first place? Do they meet your sales qualifications? Will they genuinely want your product? Making changes based purely on these results can heavily reduce your lead quality.
Tools: There are some great tools for these analyses. We love:
- Hotjar: With free and charged options, this insightful tool offers both heatmaps and visitor recordings, and loads more!
- Crazy Egg: The most popular heatmap tool, offering advanced A/B testing for any webpage changes.
Audience identification analytics
What are they? These analytics tell users about the businesses visiting their website, offering visitor identification information – usually the business name, along with some extra details, contact details, further company information etc.
How can I use them? Businesses can use these details to firstly understand the audience they’re drawing onto the website. Are they businesses that could have an interest in your product? This helps inform marketing efforts ensuring the website gets the right visitors. The business details also allow sales teams to take conversions into their own hands and contact their website leads.
Pros: This data fully enlightens website analysts about the audience they attract. Businesses can easily understand if their marketing efforts attract the correct audience and can also take better control of conversions with visit follow-up communications.
Cons: Some businesses find this detail too deep for their current needs, so don’t start out with the information. The time comes later to gain this detailed data.
Tools: We would of course recommend…
- Lead Forensics: Our advanced website analytics tool offers incredible insight into the basic analysis figures alongside visitor identification for a holistic understanding of website performance. Learn more here…
What are they? As web analytics collect data from a website, application analytics do the same but for a mobile/tablet application. If your businesses has an app, then you’ll want to know how people use it!
How can I use them? Many business apps are used by customers. Understanding how they interact with the application benefits an organization’s understanding of how their product is perceived and used by clients, and how they can benefit retention efforts through cross-sell/upsell.
Pros: These analytics complete the set – if you’re planning to unlock the power of your website with analytics, then don’t forget to include your app too! App analytics also offer interesting insight in regards client engagement for those who don’t have a website used by clients, allowing for an advanced understanding of client behaviour in addition to prospects on your website.
Cons: These analytics only cover those who use your app, which is likely to be a lesser audience than those on your website. Without sufficient app marketing, people won’t use it, so your analytics will be bare and offer unreliable results.
Tools: Whilst there are many app analytics tools, we’ve heard these are top notch!:
- Appsee: With qualitative insights as well as hard data, businesses can easily see how audiences interact with their app.
- The Tool: With focus on app KPIs and rankings, businesses keen to gain revenue from their app should investigate this software.
What are they? These analytics measure the success of a business’s social media channel in relation to online presence. In basic form, these analytics understand how many followers you have across platforms, but more advanced social analytics look to how much web traffic is encouraged by social media, and how social pages affect SEO rankings.
How can I use them? Businesses can understand how their brand is perceived by the masses on social platforms, improve their platform pages and presence to encourage desired engagement and drive further website traffic by understanding their best audiences.
Pros: Being present on social media is almost as essential as having a website, so it makes sense to analyze your performance and success in a similar way with these analytics. A majority of B2B marketers are struggling to see ROI from social media – looking into this data will change that.
Cons: Like the app analytics, these figures relate back to your website, but don’t focus on it wholly meaning you may get misleading results. It’s also very easy to get bogged down in vanity metrics with social analytics – is knowing how many likes you get going to impact your pipeline? Probably not…
Tools: Social media has proven an impactful channel for many businesses, these tools can help you maximize your efforts:
- Sprout Social: Covering all main social media platforms, this tool suits any businesses active on social media.
- Hootsuite: Offering detailed metric insight and vital reporting for businesses keen to see social media ROI.
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What can Lead Forensics do for your business?
Imagine if you could take control of your lead generation activity and convert sales-ready prospects, before your competitors even get close? Lead Forensics is the software that reveals the identity of your anonymous website visitors, and turns them into actionable sales-ready leads. In real-time.
Lead Forensics can:
- Tell you who is visiting your website
- Provide highly valuable contact information including telephone numbers and email addresses
- Give insight into what each visitor has looked at, as well as where they came from.
Take a look for yourself with a free, no obligation trial – you can get started today!