Web analytics has come a long way from the days when a Web site's traffic report consisted of page after page of inscrutable and largely meaningless data. Today's Web analysis tools deliver readable and meaningful information that enable companies to continuously improve site programming, site design, and search engine marketing (SEM) programs.
Besides being highly useful, Web analytics programs are getting less expensive all the time. In fact, Google Analytics, a major industry player, now offers its programs free.
Why then, do so few companies use Web analytics?
1. Unawareness. Some companies simply may not realize how much useful information is available to them--perhaps just for the asking.
2. Indifference. Building a new Web site is fun! Creating fancy new graphics and site applications is energizing! Studying large quantities of data, for many, is neither. If an organization lacks detail-minded marketing personnel, it may fall into the trap of launching exotic applications that never get cost-justified on the back end.
3. Not connecting the dots. Some organizations are well aware of Web analytics, and care deeply about measuring results. However, they may lack the expertise to convert site data into action. This is where the Whoast team can assist--by helping clients craft better Web sites and search campaigns with changes based on facts, not perceptions.
4. Inadequate resources. There are organizations where Web development is permanently on the back burner. When internal resources for Web marketing are limited, Web analytics tends to fall the bottom of a very long to-do list. Here again, a strong SEM partner can fill the gap.
Who is visiting my site? When are they visiting? Why are they visiting? Where are they from? Why are they leaving?
If any of those questions are on your mind, an exploration of Web analytic tools will lead to answers. In our next post we will share some helpful resources.
