Chances are, a company that has any sort of presence on the Web is too busy thinking about the bottom line to devote much attention to Web analytics. But really, Web analytics boosts the bottom line, because it familiarizes you with the intricacies of how your customers found you and interact with your site. A lot of sites, tools, and services are currently available to help you understand your site’s key metrics.
Why use them?
It’s time to go beyond “hits”. So you know how many people visit your site--now what? Online competition makes it essential that you understand your customer’s actual online behavior when they visit your site—this understanding is crucial in knowing what truly works in driving customers to buy from or return to your site.
Kick your ROI up a notch. Simply said, a deeper understanding of the hows and whys enable you to make smarter marketing and promotional decisions.
In many ways an online business simply cannot afford not to look deeper into the mind of their online customers. Web analytics gives a birds-eye view and oftentimes instantaneous look into the cause and effect of how your Web marketing works—in the real world.
For more information you can check out WebTrends’ Web analytics 101 page.
Marshal Sponder has an interesting post on where Web measurement belongs in your organization.
