Web Analytics can be used to inform changes in websites for the purpose of website optimisation and adaptation. By assessing web data through measurements, analysis and reporting, Web Analytics provide invaluable insights that can be leveraged to improve web performance.
By analysing the behaviour of website visitors – often known as web traffic – you can learn how best to make changes to the website in order to improve various KPIs. For example, if the time on blog pages is lower than average, you can improve this with strategic adaptations such as including more imagery, shortening blog articles or leading with more engaging content earlier in the articles.
Web Analytics can also be used to track progress and issues caused by those changes, thereby showing you if they are having the desired effect.