Web Analytics - The Joy of Data

Web Analytics is basically the study of the behaviour of website visitors. It refers to the collection and use of data to determine which aspects of a site work towards the business objectives.

This data is typically compared against KPI’s and is used to improve the audience’s experience.

It is easy to overlook the importance of content optimisation, but small changes to key areas of a site can have dramatic effects on engaging and converting visitors. Optimising the steps that visitors take on their way to conversion is an aspect of content tuning that can yield significant results.

We therefore use analytics tools to show us:

• How people find a site
• How they navigate through it
• How they become customers

These tools then allow us to see larger trends, compare specific time periods, place details within context, and ultimately visualise data.

Data helps us understand, interpret and then act.