Tools for Web Analytics in Marketing

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  • 0:03 Measuring for Success
  • 0:43 What Are Web Analytics?
  • 2:07 Useful Features
  • 4:36 Lesson Summary
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Lesson Transcript
Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Web analytics tools can give you insight into the behaviors of your site visitors. In this lesson, you'll learn more about their various features and how to use them to improve website performance.

Measuring for Success

Creative Cat Boutique's website has been performing well the past six months and the boutique's owner, Alex, has decided to add a new feature to the site - a blog with interesting stories, tips, and other tidbits she thinks will be relevant to her audience. Six weeks after the blog is launched, Alex notices that the number of people commenting on her blog posts is starting to decline. Is anyone reading what she has to say? Alex decides she needs a way to track how many people are visiting her site and, specifically, reading her blog. She's on the hunt for a web analytics program that can help answer her questions.

What Are Web Analytics?

Do you want to know what your customers are thinking? Of course you do! While there are no specific tools (yet) for reading your customers' minds, some tools can give you insight into the behavior of your website visitors. These tools are called web analytics and, properly executed, can help a business attract more site visitors, gain more customers, and create more revenue.

There are many web analytics tools, free and paid, available for measuring the success of your web efforts.

Free tools include:

  • Google Analytics
  • Yahoo Web Analytics
  • Kissinsights by Kissmetrics
  • 4Q by iPerceptions
  • Clicky
  • Open Web Analytics

Paid tools include:

  • Compete
  • Crazy Egg
  • Optimizely
  • ClickTale
  • Mouseflow

Understanding what type of web analytics features are best for your business will require you to take a hard look at what your goals for your customers are (for instance a sale, download, or sign-up) and what problem areas you may be encountering (such as a webpage with a high exit rate). Keep these thoughts in mind as you consider some features of web analytics tools that can benefit your website performance, sales, and marketing efforts.

Useful Features

Web analytics can track all sorts of site numbers and facts to help you build a better experience for your visitors. Here are a few of the features available with most analytics programs:

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