Optimize Website Performance by Using Web Analytics

Website owners and webmasters across the world would unanimously agree on the multifold advantages offered by web analytics. Extracting the best out of such a program requires inside-out knowledge about it. Irrespective of whether you use Kissmetrics or Google Analytics, you must have complete understanding of these tools and their functionalities. However, if you have just begun then go ahead and read this article to enhance your understanding on the subject:


The study of online or offline trends and patterns pertaining to a website constitutes Web analytics. The techniques and methodologies can be used to collect, measure, report and analyze data pertaining to any website. The primary objective behind using the analytics is to enhance the user experience through data driven optimization of a website. Tracking of key metrics can be used for analyzing visitor activity as well as traffic flow. Webmasters use this strategic approach to collect data and generate reports.

In order to ascertain the success of a website or related business, it is imperative to use the Web Analytics. It helps in:

Identification of content issues that need rectification
Judging the website trends
Monitoring user and traffic flow
Learning about goals acquisition
Gaining perspective on keyword performance
Figuring out improvement areas
Learning about traffic sources
Processes involved

Optimization of the website, based on in-depth analytical reports, facilitates improved user experience. The processes involved in these are:

Setting business goals
Setting of KPI or Key Performance Indicators for tracking goal achievements
Collection of authentic and appropriate data
Analyzing data to generate reports for gaining insights
Create test alternatives based on the insights
Implementation of insights after data analysis
Popular Tools:

The ongoing process of web analytics facilitates an improvement in web traffic, which in turn leads to higher RoI or Return on Investment. Although there are several analytical tools available in the market, none can beat the popularity of Google Analytics and Kissmetrics.

Google Analytics

Google offers its freemium analytic tool to website owners who want to get all details pertaining to their web traffic. Presently over 60% of website owners across the world uses this tool to gain insights into their web traffic or users.

Some of the metrics that Google analytic helps website owners to track are number of visitors, traffic sources, goals, conversion etc. Reports that you can expect from Google Analytics are:


Kissmetrics is the second most popular web analytics tool in the world and it too helps you to gain perspective on user activities by collecting acquisition data pertaining to every visitor. The first 30 days of your use will be unbilled; however, later you will be moved to their paid service.

The features that make Kissmetrics so popular among its users are its unique ability to effectively track all marketing channels, providing exact data on the time required for conversion, determining the degree of engagement, and a user-friendly dashboard.

With the help of Kissmetrics, you will be able to successfully identify:

Cart size
Conversion rate of a landing page
Visitor activity on your website
Bounce rates
Cart abandonment rate
Singh Kumar Surojit is an active blogger and an internet marketing expert. He loves to share his experiences and readers can learn several new things from his articles.

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