You’ve crafted a fantastic website with vibrant colours, captivating product images, downloadable content and a compelling call to action.

However, for some odd reason, you’ve noticed a lack of form submissions and a number of abandoned shopping carts.

Understanding user behaviour through web analytics is the key to unravelling the mystery.

It allows businesses to uncover the areas where you might be losing customers and the reasons behind it.

Diving into the data empowers businesses to adapt and optimise their online presence, ensuring a seamless journey for your customers.


So, what exactly is web analytics?

Web analytics is the collection and reporting of data generated by users visiting your website.

Monitoring your website’s analytics is important because it can provide valuable insights into the performance and user interactions on your site. Web analytics allow you to:

Understand Visitor Behaviour:

You can see which pages are most popular, how long they stay, and what they are doing once they arrive on your website. This is essential in understanding your customer’s behaviour and high-quality content that resonates with your audience.

Measure Traffic Sources:

Analytics tools provide data on the sources of traffic to your website, recording visits from search engines, paid ads, social media, direct visits or referrals. This information lets you know where your visitors are seeing your business and where to focus your marketing efforts.

Improve User Experience:

By analysing user behaviour, you can identify which areas of your site need improvement. This could include optimising page load times or fixing broken links. Improved user experience can lead to higher engagement and satisfaction.

Track Conversions:

If your website has a specific call to action or a goal, such as making a website, signing up for a newsletter or filling out a form, analytics help track these conversions. Understanding the customer journey helps you identify areas for improvement and increase conversion rates.

Make Data-driven Decisions:

Monitoring analytics allows you to make informed, data-driven decisions about your website. Instead of relying on guesswork, you can use actual data to guide your business decisions.

Analyse Competitors:

Analytics tools can also provide insights into your competitors online performance, understanding how you stand in the industry and identify opportunities to stay competitive.

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Key metrics to monitor

For small businesses, the sheer volume of data can be overwhelming. However, by focusing on some key metrics, you can navigate through your analytics and ultimately improve your website’s performance.

Here are a few key metrics to monitor:

Bounce Rate

The percentage of visitors who navigate away from the site after viewing only one page. High bounce rates may indicate that visitors are not finding what they expected or that the landing page needs improvement.

Landing Pages

Pages where visitors first land on your website. Analysing landing pages helps identify which ones are most effective in attracting and retaining visitors.

Page Views

The total number of pages viewed on your website. Pageviews provide an overall view of user engagement and the popularity of different sections of your site.

Traffic Sources

Breakdown of where your website traffic is coming from (e.g., organic search, paid ads, social media, direct, referrals). This data helps you understand the effectiveness of your marketing channels and optimise accordingly.

Conversion Rate

The percentage of visitors who complete a desired action (e.g., filling out a form, making a purchase). Conversion rates measure the effectiveness of your website in converting visitors into customers or leads.

Exit Pages

The last pages users view before leaving your website. Identifying common exit pages can highlight areas that may need improvement or adjustments.

User Demographics

Information about the characteristics of your website’s audience, such as age, gender, location. Understanding your audience helps tailor content and marketing strategies to better meet their needs.

How do I track my website’s analytics?

There are many web analytics tools available, with most requiring access to the HTML code of your website for proper integration and data collection. If you need any help setting this up, just ask your friendly website designer.

Two free analytics tools to consider using for your website are Google Analytics and Microsoft Clarity.

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Google Analytics offers a robust suite of tools, including audience demographics, traffic sources, and conversion tracking. Its free version, suitable for a wide range of users, provides valuable data to optimise your online strategy.


wp-clarity demo account

Microsoft Clarity provides a visual understanding of user engagement, with specific features such as user session recordings, heatmaps, and scroll maps.

When used together, these tools capture the customer journey and help you identify your website’s weak spots.

Online success with web analytics

Combining compelling web design and insightful analytics forms the basis of a successful online presence for your business.

As you navigate into the world of web analytics and data, remember to take it slowly, focusing on key metrics that align with your business goals.

If you need any assistance creating a professional website integrated with analytics, reach out to our friendly team of designers who can unlock the full potential of your website and help you create a successful online business.