Website analytics is the practice of testing and analyzing the performance of a web page about SEO, speed, competition, and also the traffic it receives.
Any site can benefit from website analytics if the results are used to improve the website. For example, they reduce the page size to increase overall speed or optimize a high-traffic landing page to get more conversions.
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How Does Web Analytics Work?
With web analytics, you can measure the achievement of advertising and content strategies. The first thing is to accurately determine the starting point through accurate monitoring of user behaviour on a web page. The tools for this record and also analyze data on individual users or groups of users and provide results in figures. These are called KPIs (Key Performance Indicators), and their use is marked in developing the corresponding measures central to a positive development based on the objectives themselves.
Why is a Website Analytics Important?
A website can be a tool for sales, lead generation, customer loyalty, visitor engagement, and brand building.
Let us now look at how website analytics can contribute to these results.
Improve User Experience
Web analysis looks for points to improve its design and usability. Problems in these areas hinder your performance because they detract from the quality of the user experience.
The delay in loading, the lack of security protocols or the difficulty in finding information, for example, are flaws that can cause the user to leave the site, as they leave him impatient, insecure and disoriented.
Therefore, identifying and correcting these problems through website analysis improves user experience. In this way, you gain the trust, satisfaction and engagement of visitors, in addition to the results that we will see below.
Generate More Conversions
By improving the user experience, website analytics also tend to drive more conversions. After all, without obstacles and difficulties in achieving what they want, the visitor can make the conversion that the brand proposes.
Furthermore, if the user feels comfortable, oriented and safe on the website, they have more trust in the brand, which is a determining factor in the purchase decision.
Website analytics deals with focusing on conversion through design and copywriting. The intent is also to find opportunities to improve the persuasiveness of the pages, leading to more sales and lead conversions.
Improve Your Ranking on Google
Web analytics includes identifying crawling, indexing, and ranking issues on Google. Therefore, SEO factors (technical, on-page and off-page) come into the analysis to improve site optimisation and gain search engine rankings.
But how important is it to improve your Google ranking? Being at the top of the SERPs means getting the views and clicks from most Google users, who usually don’t go beyond the first page to find what they’re looking for.
Improve Ad Performance
Performing web analytics also helps drive more visitors and conversions through paid traffic. Web advertising platforms like Google Ads consider the quality of the ads’ landing page to score a campaign.
So when the landing page offers a good user experience, the campaign tends to have better sales performance and lower costs for the advertiser. And website analytics pinpoint improvements you can make.
Let’s now see the main points that you should analyze on the web to have a complete diagnosis. The analysis goes through:
- design;
- usability;
- SEO;
- among other more technical issues.
Site Speed
The loading speed of a website is critical to its performance. If a page takes a few seconds longer than necessary to load, the visitor may give up, close the page, or worse, go to the competition.
On the other hand, if it loads faster, conversion rates increase: according to a Google study, 1 second less means 27% more conversions.
SEO Problems
Website analytics can also perform a full SEO audit. In this case, the analysis seeks to map all the possible errors in optimising the website that affects its indexing or good positioning in search engines.
The SEO audit can look for problems and opportunities in the structure of the site ( technical SEO ). In the pages ( SEO On-Page ) or even in the relationships with other sites ( SEO Off Page ). Let us now look at some points of attention in each of these areas:
- Technical SEO: uncrawled pages, 4XX and 5XX errors, missing or buggy robots.txt file, missing or buggy sitemap.xml file, Flash pages, uncompressed JavaScript and CSS files, etc.
- SEO On Page: internal links, repeated or duplicate content, empty or repeated meta description, open or repeated title tag, broken images, images without the alt attribute, among others.
- SEO Off Page: backlinks from questionable sites, low-quality content, low authority score, inconsistent anchor texts, etc.
Contents
Content analysis can be part of the SEO audit, as it directly influences the indexing of pages by Google. But it also affects user experience, visitor engagement, and conversions. The analysis of the website focused on content must consider the information. That the website offers to the visitor in the most diverse formats, text, images, videos, infographics, etc.
The intention is to understand if the content helps to achieve the objectives of the brand. And if it offers what the visitor is looking for, in addition to finding opportunities for improvement.
Here are some facts to pay care to:
- writing (copywriting);
- scannability;
- web architecture ;
- low-quality content (harmful pages);
- proper keyword frequency;
- keyword placement;
- use keyword variations.
Conclusion
Web Analytics is the discipline of measuring, processing, analyzing and reporting information that allows us to know what is happening on our website or mobile application.
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