Web Analytics Charlotte NC

It’s simple, really. At its core, Web analytics is about all of the broad questions – the “who, what, when, where, why, and how” breakdown of internet users who are reaching your online presence. We take a look at your website’s traffic flow, focusing on things like “how many unique visitors are coming to the site” and “where are people coming to the site from?” We examine how people progress through your site – what they click on, the trail they follow, and where they’re at when they leave. This is an extremely valuable toolbox when it comes to information-gathering. It allows you to simultaneously see what’s working out well from your visitors’ perspective, along with what appears to be discouraging them, or driving them away.

That’s Web analytics in a nutshell. Of course, the full potential of this powerful suite of information-gathering techniques goes a great deal further, with measures that allow you to enact its intelligence-gathering capabilities moment-by-moment – in real time. At Possible Web, we offer you the broadest assortment of services that you’re going to find anywhere else around.

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Going In Deep with Google and Real-Time Data Monitoring

You’re probably bursting with enthusiasm at terms like “real-time data monitoring,” right? The truth is, we are – because these relatively new and highly innovative behavioral tracking methods are a big part of the future of digital marketing. Google analytics offers access to tremendous amounts of minutely detailed information, and there is an almost dizzying array of tools available to take advantage of it. They stretch the potential of intelligence gathering, to the point of “what are people doing on my website right now? What actions are they taking? Where is their attention focused?” No longer will the behavior of the faceless masses who visit you online be a mystery. Together, Google analytics and real-time data monitoring give your visitors a face – as well as a voice. Individually.
And, without even realizing it, they’re telling you exactly what they want from you, which leaves you with the sole task of providing it. It all probably sounds too good to be true. It isn’t.

Google Analytics

Google’s analytics solutions rely upon the vast amounts of data that Google collects on every website it has indexed. Combined with a suite of available digital marketing tools, this reservoir of information can show you where your website’s visitors come from – literally, what website they were at, before they made their way to yours. The obvious value of this information lies in revealing which specific avenues of traffic generation are working well for you, and which ones aren’t performing as well as they might. It does the same thing categorically; are your blogs pulling in most of your visitors, or are your backlinks? Are your social media posts barely generating any attention at all? This is only the briefest of summaries as to what Google analytics makes available to you. With a solid digital marketing firm handling your Web analytics solutions, you can rest assured of a thoroughly optimized website: results vary, but traffic and conversion rate boosts of between 25 and 40% are not at all uncommon.

Real-Time Data Monitoring

Many of the tools available for core Web analytics practices are capable of monitoring the same exact data in real time, as opposed to pulling it exclusively from Google’s data archives. This means that you can see how currently active visitors are interacting with your website. You can look at virtually everything that Google makes available to you, right down to where visitors’ mouse pointers are hovering on your individual pages – and for how long. And, in what order. You can see where users are clicking. This is a helpful measure for determining what is catching your visitors’ attention; it also reveals areas of the site that are causing confusion, as when users click on non-interactive text. So-called “negative” feedback – the point where users most commonly leave your site without making a purchase, for instance – also has its uses, in that it shows you exactly what isn’t working in your favor. For the purposes of optimizing a website’s performance, this kind of data is extremely useful – and the ability to collect it in real time assures its relevance to current behavioral trends. This is how people are acting now, not last month – or last year.

The Tools of Web Analytics

On a final note, let’s touch briefly on two of the many tools available for Web analytics. Why? Because they’re pretty darn cool. Through our client dashboard, these kinds of functions will be made available to you as a webmaster, so you can see exactly what information we’re working off of in our effort to optimize your digital marketing campaign.

Google Content Experiments

A “content experiment” allows you to modulate the content on your website. Put simply, it lets you maintain multiple versions of a landing page – with different elements of your page organized in different ways on each copy. By re-positioning different “parts” of your page relative to each other, you can see what arrangement works best from your visitors’ perspective – allowing you to maintain an optimize version of everything that your landing page needs to be successful, without going through the time and the expense involved in monitoring the effectiveness of a complete redesign every few months.

Heat Maps

Heat maps present color-coded overlays of your individual webpages. They resemble the thermal images you’ll already be familiar with, courtesy their many representations in television, film, and other media. In this case, the “temperature” being measured is actually your visitors’ interest in various elements on your website. The maps reveal patterns of user focus – meaning that they show you where your users are looking, and to what parts of each page they’re paying the most attention. There are three types of heat maps, generally speaking: the first are scrolling heat maps, which reveal where your users are focusing in between the top and bottom of a webpage. There are also mouse click heat maps, and eye-tracking heat maps. The former tracks mouse pointer interaction with your pages – producing a much more recognizable heat map image, focused on specific points of interest. The latter is much more precise, but it takes advantage of a much more limited subset of your users – presenting more accurate information, but as a representation of a whole.

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