A: Page view, click-thru rate, unique visitors, duration per visit, entry URL, exit URL, etc, etc are some of the key metric to analyse a website performance and visitor engagement level. Page view is the most popular one among all claimed by publishers/ media agencies to demonstrate their strong profile.
If you’re a bit lost, let’s take a department store as an example. It has window displays to showcase the hot items, latest trend, or simply “SALE” that eventually attracts people coming in. A site would have different portals hyperlinking within its own contents or directing from others; users eventually land on it.
A: After people coming in to a website, you can profile them. Where is he/she coming from, geographic and IP address wise? Who is he/she, demographic and psychographic wise? Is it his/her first visit? By analysing these information, it helps the marketer understand the way to attract more visitors. Next, measure the engagement level. How long does he/she spend per visit? How deep the path goes? Which page does the visit end and where does it go upon exit? It is what we call “stickiness” of a site.
A: Big data is trending up to the value of digitality. If you are lack of profiling tools, or if there is anything stops you from tracking them down, fix it. Get help from experts if you have no clue. Otherwise, you are like keeping your jewellery in a safe without wearing them. A website is not for keeping. An updated content on a website is what attracts people to come, get them to stay and come back again later. By monitoring the user journey and their responses, one can optimise the content and user experience based on some ground.
A: Going back to my example of department store – it definitely looks for business. The more the visitors, the higher and more the chances to have the products sold. The higher the customer engagement, the more the business from repeated customers. The improvement of service, facilities, or the privilege of free-parking and VIP pre-sale – they are all tactics for more business. E-commerce sites promise a better purchasing journey while sites connecting with heavy traffic and massive users seek for conglomerate or acquisition. At the end of the day, web analytic is all about making money.
＊I chose this featured image from the movie Beltracchi: The Art of Forgery because Beltracchi paints with a very analytical and knowledgable mind.