Its simple question that reveals a lot about a business and their internet presence.
Most enterprises can provide a ‘soft’ or qualititive answer – ‘we want sales enquiries and we know we get quite a few from the web site”.
However far fewer have established targets or success criteria – “we aim for an average of 10 leads a week, and have achieved that for the past month”.
Similarly most companies with websites, if pushed, can usually find some usage statistics – “4132 page views last month”. However few look at measures which are meaningful to the business itself – “number of forms submitted, number of unique visitors, number of brochure downloads….”
Web Analytics enables a company to manage their web presence like any other resource – setting targets, monitoring results, implementing improvements. By setting and measuring business related outcomes, the company web site can be managed to deliver tangible results to the benefit of the organisation as a whole.
Web Analytics can collect the vital information about your site visitors, their location, how they found you, and how they used your web site, how long did they stay, which pages did they visit.
Without Web Analytics, you can only guess what is happening in your web site. And that is no way to manage anything!
