Diving into the world of web analytics reports

Last updated: 2019-10-10 —

Everyone aspires for success, but it comes to only those who utilize all the means and maximize their chances of winning. If you run an online business, you need to know that using a web analytics report is a must to survive and thrive in the digital landscape today. It can ensure long-term business growth by indicating problem areas and solutions so that leads and sales increase. Additionally, it helps you to keep your business updated with the trends to help serve your customers satisfactorily. Implementing it is necessary to put your competitions behind, especially when you know your customers have lots of options. Failing to attract users can doom your business.

For the fear that customers can leave anytime, the website owners are using web analytics widely to keep a tab on all the marketing efforts regularly. Because of these reasons, you should also set up your analytics account so that you can reach out to your customers for sales. If you want to have an intelligent solution at your disposal, consider using Siteimprove web analytics once. It is easy to establish and access due to its user-friendly interface.

As such, you need analytics to have clarity about how to promote and change your website designs in a way that customers are attracted to. Creating a seamless experience is critical for this, which can be possible only when you understand users’ pain points and correct them to make it perfect for them. If you are unable to decide whether you should use analytics or not, ask yourself a few questions.

  • Is my business depending on the official website?
  • Is the design of my website attractive?
  • Is there any need to market my product or services online?
  • Is the sales rate pretty low?

For this purpose, let's break these elements into the five 'Ws.'

The different elements of analytics reports

Who (visitors)

It shows who visit your web page and the volume of web traffic. Having this detail is critical to understand your market. It reveals the location, their IP address, and the verification they are not bots.

What (activity)

The report can tell you who did what on your website. If you are aware of this aspect, you can design and tweak your strategies for the site. 'What' means the amount of time your visitors spent on a webpage, the images as well as files they saw, the links they checked, and the browser they used for your website, etc.

Where (sources or channels)

You can find out where your visitors came to your page, such as from Google, Bing, or somewhere else. You can refer to this data as site referrers. For businesses, it serves the strategic utility by showing where you should focus your attention on more traffic.

Why (keywords)

The why factor in the analytics report suggests what made visitors pay a visit to your website – a keyword or a phrase? It can be a backlink also that led them on to your site. From this information, you can anticipate what your users need.

When (time)

It informs you when visitors came to your website and pinpoint the numbers of users, the page visits, and the duration. You can go into details for every month, day, and hour. Having awareness about this can come in handy in the areas of ad campaigns.

Types of analytics reports

In essence, there are four main types of statistics that you can expect. With each statistic, the process becomes more in-depth and extensive.

Descriptive reports

This type of analysis helps you determine what happened. For example, you can know how many sales took place, how many products got canceled, and such others. From revenue to product types to quality issues, you can learn a lot. Descriptive analytics process raw details from different sources to inform you of what happened in the past. You may not get explanations for what worked and what did not. But you can find out that something went amiss.

Diagnostic reports

It can help you drill down the historical records to solve the puzzle of why something happened. It can show you patterns and dependencies. You can refer to a detailed report of this type to get to the roots of the problem through segmentation and filters.

Predictive analytics

As evident, you can expect this report to help you understand what you can expect. Predictive analytics generally use descriptive and diagnostic data to identify the behavior, categories, and unique cases so that future trends become easy to forecast. However, it is critical to note that what this report provides you are just an estimate. The results depend on the correct use of data, circumstances, proper treatment of data, and optimization efforts.

Prescriptive analytics

You can resort to prescriptive reports to understand how to avert a future issue or capitalize on a trend. For example, you need this report to analyze situations where users can commit repeat purchases. For this kind of data generation, the report needs to give you access to historical as well as real-time records. To make the most of this information, you, however, need to have clarity about your goals and the values these should deliver.

People tend to use different analytics reports to achieve their purpose. But it can be cumbersome and tiring because you cannot see them in one dashboard. As a consequence, the chances of missing an important detail or having a gap in the report are quite common. You can avoid these issues by resorting to a holistic suite of features available in Siteimprove Analytics.  The smooth interface and many advanced components can make data analysis, utilization, optimization, and application secure.