Once your website is up and running, you need to track its performance and have an insight into the behavior of your visitors. You might be wondering what purpose is served by web analytics and web tracking? Well, unless you have these data to analyze, you won’t know where your business is heading to and will be unable to take effective business decisions. 

Website analytics and website tracking will help you to know:

• Number of visitors to your site and their respective countries
• Time spent on your site
• The top landing pages
• The top exit pages
• Keywords used by your visitors
• Referral sites from where they have arrived at your web page
• Their browsing paths through your site
• Number of new / returning visitors
• The browsers used by them
• The preferences shown by your visitors

As the ultimate aim of almost every business is to get an enviable ROI (Return on Investment), knowing the preferences of your visitors will help you to plan your online strategies in addition to finalizing the sales and marketing proposals.

The data provided by the website analytics will also help you to fine-tune your site. If you find that visitors are leaving from some particular web pages, you may compare them with the top landing pages of your site and try to figure out what went wrong. Once you get the reason, fix the problem. Knowing the geographical location of your visitors may help in geo-targeting. Keywords that these people have used to find your site will be useful in SEO (Search Engine Optimization). If you find that many people are landing at your “portfolio” or “price-quote” page but none or very few are going to the “place your order” section, check the internal navigation and ensure that there’s no problem while submitting the order form.

These and some other information will surely help your online business. That’s the reason why you should say yes to web tracking and web analytics.

If budget is a problem Google Analytics is a FREE and great Website analytics tool, and is enough for a small business company that wants to track and improve its ROI.

Remember that NOT tracking your website’s visitor behavior means not knowing how to make more sales or not knowing why there were a lot of sales or no sales at all.

Web analytics is like a doctor examining his patient. Like a proper medicine can improve health, a proper analytics and decision can tremendously improve your return on investment on your online business.