Web Analytics allow you to find out exactly how your site is performing. The most commonly used tool for this job is Google Analytics, but there are other tools available that expand on the data provided, giving you access to more in-depth options such as Heat Maps and Eye Tracking.

Web Analytics enable you to discover how people have initially located your site, how they behave once they are on your site and why they leave. All of these factors are integral to having a successful online presence. Once you know how they found you, you’ll be able to pinpoint what is working well and what isn’t.

Even the basics, such as traffic and bounce rate, are critical. Just because you have built a website, it doesn’t mean traffic is going to automatically come to it. Web Analytics let you see how many site visits you have received, how many were unique visitors, and whether you are capturing new audiences. The bounce rate tells you how many people visit your site and then quickly leave, helping you to identify problem areas such as navigation or lack of content.

What is the best time of day to interact with your audience? Web Analytics can tell you that too, including the time of day and day of the week most people visit your site. It is also able to inform you about how they accessed your site – for example, via their mobile device or desktop – as well as their location.

Web Analytics allow you to tweak and improve the quality of content on your site so that you can give visitors exactly what they are looking for; this, in turn, will help improve conversion rates.