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Web analytics mandates in-depth analysis. Understanding Website performance and positioning is key to developing a competitive edge in the market place. Web analysis is in-depth Web review, measuring traffic, visit duration, clicks per page or impression and user usability. Many companies engage in “usability studies” regularly as part of their objective 3rd party reporting practices. Objectively understanding Web performance in comparison to online competition creates a competitive presence.
In-depth analysis is not limited to Web analytics. Online research is essential for understanding and applying changes in consumer technology expectation (user interface), competitive online tools, promotion devices or systems, industry trends and forecasts, and industry leadership.
Web analytics is an on-going process. Weekly or monthly reporting is essential to measure Web traffic. The user (consumer) is the ultimate measurement stick. If the user experience is not optimal traffic may ultimately decrease. Consumers are being trained to expect more “transparent” intuitive Web performance.
The consumer of yesterday is not the consumer of today. Consumers have been conditioned to expect more intuitive Web performance. Website “load times” have evolved from 7-10 seconds to an expectation of less than 5 seconds. In some industry segments, load times that are greater than 3 seconds can be problematic. Consumers also expect “fluid” navigation and well-thought out content delivery. Websites that are difficult to navigate or have poorly constructed content face consumer impatience and ultimately poor consumer retention.
Maintaining an objective understanding of consumer Web interaction is essential for businesses. Established Web analysis via Website statistical software measures Website performance. Without a measurement system in place on and off line business lack an objective measure of Web performance.
