Online analytics is defined as the Tracking, Collecting, Measuring, Reporting and Analyzing of data gathered from online content. With some direction, analytics tools provide the first four. People need to handle the interpretation and analysis.
Take Time to Watch and Listen
Initially, look at page views, visitors, top visited pages, geo distribution of visitors, time on site and bounce rate. For an E-commerce site, revenue generated, top selling products and the average order value should also be studied.
Money Step – Ask a Business Question
What is your business question? Questions should be open ended and allow us to interpret and hypothesize. For example we might ask:
- Where does most of the inbound traffic come from and can we leverage it more deeply?
- What are the most influential buckets of content and how can we utilize them in other ways?