If you want to know what makes your customers tick, web analytics will tap into consumer behavior like nothing else.

You can analyze not only how people access and use your website or app, but also why they might stop using it, and which aspects are most appealing.

Without web analytics, working out what users want is far trickier, so this type of tool is ideal for shaping and amending your business strategy. Here are just a few ways in which this plays out.

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Understanding your customers’ digital behaviors

First and foremost, you can use analytics to delve into how customers behave in different scenarios, giving you actionable insights that can be used to determine the decisions you make when developing or updating a site or app.

So rather than having to rely on guesswork or extensive trial and error, you can instead make informed choices about which things to change and which things to keep.

In turn this will endow you with the knowledge you need to reshape your broader business strategy, built on the foundations of an intimate understanding of your customers’ behaviors.

How to use web analytics to improve your strategy

There are lots of potential perks to glean from the regular use of analytics tools, some of which have been discussed already.

One excellent example is that you can tune your marketing strategy using the data recorded from the digital platforms you occupy, honing your sales tactics to target your ideal audience more effectively.

Furthermore, you could even discover that your business or brand has made a connection with a demographic that you were not even aware of, thanks to the depth of data available through modern analytics solutions.

Another aspect of analytics is that will let you look into the value you are deriving from certain investments you have made. This might be on a marketing campaign, it might be on an e-commerce site, it might be on a social media partnership.

The key point is that you will have clear evidence as to whether or not your strategy is working, and can adjust accordingly.

Key metrics

A multitude of metrics is measured when using web analytics. This includes the number of time visitors are spending with your site or app, the pages and features they are leveraging most frequently, the pages from which people leave in the largest volumes, and much more besides.

You can also look into the metrics which relate to how well your digital service is performing on a technical level, such as the page load speed of your website, and use this to troubleshoot potential problems that would otherwise go overlooked.

Common pitfalls when using web analytics

One of the main flaws of web analytics is that the sheer amount of data presented to you can be overwhelming.

If you are not up to speed with what every metric actually means, you could draw the wrong conclusions.

Another is that it is easy to get bogged down in the details and try to over-optimize your site or app just because a small portion of your audience is still slipping through your fingers. Outsourcing the process of wrangling analytics to an expert is a good way to avoid all of this.

The ways web analytics will help you increase conversions

At the end of the day, effective use of analytics should lead to higher conversion rates, and the key here is to look at where your site or app is falling short right now.

If a landing page has a particularly high bounce rate, you can see whether the page load speed is to blame, or perhaps check if the content and keywords are drawing in the wrong audience in the first place.


The strategic advantages available through web analytics are many and varied, so if your business is not yet using the tools at your disposal, then get on it!