5 Reasons You Should Use Web Analytics

Lindsey Nelson

According to a recent survey of 300 small to mid-size businesses conducted by BIA/Kelsey, 40% of SMBs are planning on increasing their digital spending budgets within the year.

They’re doing so because SMB’s realize that their customers are online. By creating a place for you business on the web, you are able to communicate with your consumer in a more direct way – whether it be with Facebook, email, or Google Places.

If you’re and owner of a small to mid-size business, you’re most likely putting a lot of money, time, and effort into making your consumer’s web experience a successful one, but how do you know it’s working?

Analytics provide direct insight into how your site is doing and what your customers are saying about your product or your business. The data equips you with the ability to decide what’s working and where you can make improvements.

Here are 5 reasons that show how using web analytics helps grow your business through insights.

1. Keyword Insight

You may be under the impression that just because you’re a small business owner, you’re closer to the customer and understand the words and phrases that are driving people to your site. In truth, analytics gives you proof through the data. Analytics provides insight into which words are the big drivers to your site. It also not only shows you how many people searched the term, but also if they are new or returning visitors and how long they stayed.

2. Customer Insight

Now that you understand what your customers are looking for, it gives you a better idea of who they are, how they behave, how they segment their keywords and compare it to how you are segmenting. With this data you’ll find the most interesting ways your customers behave,

3. Social Insight

This insight allows you to readjust the precious manpower and money to maybe one channel more so than the other. These social insights allow you to:

  • Identify the traffic coming to your site and what that traffic does on your site
  • Understand which of your social channels are the top performers with your target audience
  • And equips you with the right data to make more informed decisions

4. Page Quality

Page analytics can give you insight to how your site is helping users meet their needs, or if they are simply coming then going. This includes data on how each page on your site is performing by whether or not it is sending potential leads down the funnel to conversion.  

5. Trends and Conclusions

Analytics are meant to help you see not only the differences in data from week to week, but also to let you see the trends over time. But make sure you’re not drawing conclusions too quickly. Ensure that with the trends and segmentation, you can find what is driving people away from your sight.

If you are currently using web analytics and looking for ways to drive down the cost, here are a few tips. However, Reports show that there is not only a 1,000% return on investment by those companies that implement analytics, but that social enterprises actually perform better. If you have any suggestions, or testimonies on how analytics helped your organization’s web presence, please let us know!

Learn more about Analytics Tools.


About Lindsey Nelson

Lindsey Nelson currently supports Content and Enablement at SAP. Prior to her current role, she was responsible for Thought Leadership Content Strategy and Pull Marketing Strategy at SAP.