In a nutshell,
your website analytics are telling you how well, or poorly, your site
is driving business for you. That information can often signal clues
about the overall health of your business. Whether your site is for a
commerce or non-commerce organization, the point is to raise interest
in something (product, service, information). Analytics can tell you
not only how your site is doing at that job, but where you can make
it stronger.
Sometimes what website analytics reveals is simply that you need to invest more time into
your website. How clear is the content? Are there good pictures? How
easily can visitors navigate to find what they need? Was the site
organized around what you wanted to push, or what your customers want
to find? Often, those questions can be answered by simply taking time
to visit the site and click through links.
Other than the
ease and look of your site, another area to learn from analytics is
how people get to your site. What percentage is through web searches,
referrals from other sites, return customers, or advertising and
social media? The pie chart with those answers can tell you a
lot...how good your customer service is...the kind of reputation you
have...if you have properly mastered SEO. If any of those areas are
lacking, it is an immediate red flag to improve that area in your
company.
Through website analytics, you can also find how often people return to your site,
how long they stay, and what they look at while they are there. This
can tell you exactly what is and isn't keeping the attention of your
customers (or potential customers). If you have poor clicks, perhaps
your marketing efforts are targeting the wrong demographic. It could
be time to readjust your focus.
Website analytics
can get deeper and more involved, but the general information you
need is the same. How well is your website working for you?
