Top Website Analytics Tools to Improve Your Business

Analytics are extremely insightful tools that you can use to improve your business by attracting new customers, improving your website experience, learning more about your customers and much more. At Bookmark, all of your analytics can be available for you to study to take your website and business to the next level.

What is Website Analytics?

Website analytics, in simple terms, is a way to collect data from your website. Everything from how many visitors you have, where they come from, what type of content they respond well to, etc.

Below, we’ve rounded up the 5 most common analytics tools that will help you take your business to the next level:

Website traffic

It is the number of customers who enter and leave your website. It’s important to know, especially when you look at how long you’ve had your website. This can be seen from the visitor’s country, language and much more!

Say it’s been a year and you’re only getting 75 people coming and going to your website? Well, that’s pretty low, but let’s say you’ve only been up for 3 weeks and you’re having 75 people?

It’s a decent amount. Website traffic relates to the number of people due to the duration or age of the website. Ideally, you would want your number of visits to increase as the age of your website increases.

Traffic Sources

Make no mistake, we’re still talking about the movement, but not about what you think. Usually, new visitors find your website from all the links you have, rather than typing in your full URL. Your traffic sources are these links and we have broken them down into four categories:

  • Visits from email campaigns

Device type

We have seen how technology has spread and developed in the past 25 years alone. You can now open any URL on your phone or iPad or any device you own!

With analytics tools, you can track the percentage of users who visit your site through desktop or mobile browsers. Currently, 51.3% of web pages are loaded on mobile devices.

Rebound rate

Bounce rate would be when someone visits your website and leaves without looking at the second pages/links or CTA. That’s why it’s called ‘bouncing’. This can be calculated by the percentage you get from your traffic overall.

Many sites have low bounce rates for several reasons, such as:

  • A clumsy navigation system
  • Unattractive web design

Of course, this depends on the content offered by your website. However, on average, 20-70% is the number that many websites face. Anything over 30% is cause for concern.

Type of visitor

In all honesty, to take it to the next level, you want to continue to retain your visitors and how often they return to your websites. This set of people/customers or even visitors could be called your target audience! These are the ones you should watch out for not only to increase numbers, but also to make sure you nurture them and build a relationship with them.

Of course, your target audience depends on your site and what you offer, but on average, you should be looking at a 30% return rate. Anything less than that could mean your site isn’t as attractive as you need it to be.

You have the impression that your site is suffering, but you are not sure why? No worries, head over to our blogs and check out our ‘6 common mistakes you should avoid with your website’. There’s no reason for your website to go down when we have the key for you!

How can these benefit your business?

To take it to the next level, you will need effective analytics analysis. It can mean the difference between running a busy website with a high conversion rate and one that’s always in a vicious cycle of remaining stagnant. Below, we’ve found a few key points that we believe will change your analytics forever!

Key 1: Know your target audience

Don’t let a few great reviews fool you into thinking everyone is reading and seeing your site… The best thing about web analytics is that it will help you create and find the right target audiences.

Your target audience is giving you more information than you will ever really need! This is where you will find what your niche really wants from your site.

Finding the audience will help you create marketing materials that leave a warm smile on your customers’ faces. The right marketing campaigns aimed at the right audiences will drive conversions and take your website to the next level.

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Key 2: Leverage where your target audience is coming from

It is imperative that we use the Pareto principle. For those who do not know this principle, it is quite simply the 80/20 rule! Thus, approximately 80% of the consequences come from 20% of the causes.

Does this have anything to do with your web analytics? It’s too simple: you identify your main sources of traffic and make sure that you exploit them to the maximum of their capacity. You want to use this information to ensure that your website has its best interests at hand!

By leveraging where your audience is coming from, you’ll uncover visitor behavior. This can be assessed by studying how long visitors stay on the site or on specific pages.

Visitor behavior opens up your spectrum to which links were clicked or other actions taken by the visitor. Here’s Why Bounce Rate Is So Important We Use It Too! High bounce rates can mean that visitors aren’t interested in the content of the page or where it leads.

Key 3: Identify problems within your website

We’ve said it before and we’ll say it again. Get rid of trash. Proper use of these analysis tools will always include identifying any issues within your own website. And we’re not talking about bounce rates here either, we’re talking about exit pages.

Your goal should always be to minimize the percentage of what happens. In order to identify them, you want to report from time to time and look for:

  • Any page intended to encourage the reader to explore your site further. Some examples would be your homepage, your about me page, all category pages, etc.
  • All pages that have a high unresponsive exit rate.

From there, you can compare the results to the old numbers to see if anything has increased on those pages. What you’re looking for in this report is the number of exits – that’s your main focus.

Once you have these numbers and results, consider the issues below that your site may be suffering from:

  • Your image files are too large. Solution: Compress your image files
  • Too much code/plugins. Solution: Condense your coding
  • Increase in traffic. Solution: invest in a better and more efficient server
  • Do not use caching techniques

Key 4: Set goals and benchmarks

Setting goals and benchmarks is imperative for your business like no other. Again, we’ve said this before, but for those of you who are out in the backcountry and match your goals! Looking back, one goal is really to set that standard for what you expect from your site.

To be blunt, unless you run your business purely as a hobby, you should have an ideal end result in mind every time someone visits your site. It could be a signup to your mailing list or a sale, but there has to be a specific goal. Of course, as small business owners, we want to have a large audience, but if none or almost none of those visitors convert, we’ve gained nothing.

Now, with web analytics, businesses like yours can create specific goals to track. Active goal measurement allows your visitors to react more quickly to certain events thanks to data. But don’t get too addicted to it without full knowledge of the events and/or goals to track. It would be a waste of time to track every goal.

What do we say?

Be specific in your goals and keep an eye on them as you follow through. There are many other ways you can use analytics to take your business to the next level, like optimizing your site layout or tracking your conversion rates.

In conclusion…

Help take yourself and your business to the next level by making sure you’re using these keys and more with analytics today. Get specific with your goals and watch how your website traffic transforms.

Once again, for those who haven’t seen it before, get rid of any unnecessary files that would get in the way of your site inside. Start doing more reporting on your website and see how fast you can reduce existing visitors to your pages. Use the 20/80 rule to identify your top traffic sources and make sure you’re leveraging them to their maximum capacity.

Yes, it’s possible even for your small business website that hasn’t been around for a long time. And the best we can say is to know your target audience, get to know them, and build your website to enhance their experience!


Charles J. Kaplan