Ever wonder who visits your website, what catches their eye, and how they found you? Website traffic analytics hold the key. Our top 10 website metrics reveal what you should measure, why they matter, and how they can help you attract, engage, and convert visitors into paying customers.

Need to get started? Read the previous piece, what are web analytics and why do I need them?

How to turn data insight into business action

So how can analytics help you make a better website? Here are seven great ways:

1. Spot popular content:

By checking which pages get the most traffic, you can see what content your audience loves. Use this info to create more of what works and tweak the stuff that isn’t pulling its weight. For instance, if a blog post about a specific product feature is a hit, you might create more content around that feature.

2. Boost user experience (UX):

Use heatmaps and session recordings to see where visitors click and scroll the most and interact with your site. Identify and fix UX issues like confusing navigation, broken links, or slow load times. A smooth and intuitive user experience for websites keeps visitors around longer and encourages them to keep exploring.

3. Increase conversion rates:

Track user journeys to see where visitors drop off. Use A/B testing to try different versions of landing pages and learn which design and content work best. Small changes, like adjusting where you place a call-to-action button or changing the headline can make a big difference.

4. Improve SEO:

Look at search engine data to see which keywords bring in the most traffic and tweak your SEO strategy to increase visibility and drive organic visits. Tools like Google Search Console give you valuable insights into how your site is doing in search results and which queries are bringing in visitors. New to SEO? Read our Easy SEO steps for beginners and Unlock SEO success articles.

5. Know your audience:

By examining demographic data, you can tailor your content and marketing strategies to better meet your audience's needs. This can include adjusting your messaging, creating targeted promotions, or developing new products or services that match their preferences.

6. Measure ROI:

Web analytics lets you track if your marketing campaigns are working as well as expected. Discovering which ones drive the most website traffic and conversions lets you focus your time and budget on strategies that bring the best returns.

7. Measure success:

Are you reaching your target audience? Are visitors signing up for your newsletter? Are you getting the sales you expect? Whatever success looks like for you and your business, website analytics provide clear and measurable data.

For more on how web analytics can help you take your business website to the next level, see how to use analytics to market your business better.

How to measure web traffic:

Website traffic analytics might seem complex at first glance, but there are plenty of user-friendly tools to help you understand your audience and website performance. Here's a streamlined approach:

1. Choose your analytics tool

Most website hosts offer basic tools, but for something more detailed, consider Google Analytics. It's free and provides in-depth traffic data.

2. Access reports and dashboards

Your chosen tool will provide easy-to-understand reports and dashboards that visualise your preferred metrics like sessions, traffic sources, and user demographics.

3. Analyse and take action

Identify trends, areas for improvement, and how effective your marketing is. Ask yourself questions like: “Are visitors finding what they need?”, “What content do they prefer?” to help you focus on what’s needed most.