Data analytics is defined as the science of examining raw data with the purpose of drawing conclusions about that information. If you have developed a website, particularly an ecommerce site, it is imperative to the success of your online business that you analyze the systems in place. These systems include operations, traffic, visitor’s navigation patterns etc. In short, you must perform data analysis. Proper data analysis helps you determine whether your current way of doing things effectively protects your data, operates efficiently and succeeds in accomplishing your organization’s overall goals; visitors spending more time on your site and eventually converting to buyers.


Each visitor that comes to your site is directly telling you what they are looking for. They show their intentions through the pages that they visit, the time they spend on each page as well as the source that they originally came from. Your challenge is to analyze this behavior and generate something understandable through this analysis. There are several services that are available to you to generate and analyze your websites’ data. Below are a few of our favorites.

Google Analytics

Google Analytics is a free (free is always a good thing) service that generates detailed statistics about visitors to your website. Google Analytics has been described by many of it’s users as a simple yet robust web analytics platform. When you use Google Analytics you can find out where your visitors originated from, what pages they are visiting while on your site and how often they return. In addition, Google Analytics shows you the full customer picture across ads and videos, websites and social tools, tablets and smartphones. With Google Analytics you can create a number of detailed reports. When you use tools like In-Page Analytics, you can make a visual assessment of how visitors interact with your pages. This allows you to learn what each visitor is looking for and what they like, and then tailor actionable recommendations for maximum impact. All of these free offerings, and not to mention it’s easy to use, makes Google Analytics one of the most popular data analysis services.

Facebook Insights

Facebook Insights provide detailed information about your follower counts, likes, comments and more. If you’re using Facebook for your business (and you should be), this is the simplest free tool to use in order to understand how people are interacting with your page. Most businesses use Facebook content on some level to help with customer engagement and acquisition and with Facebook Insights you can get a better understanding of the value that Facebook is bringing to your operation. With Facebook Insights you will not only see the total number of people who have liked your page and how many people are sharing and liking your posts, you will also see metrics for when people link to your site in their Facebook status and the total number of impressions made by people who saw content associated with your Facebook page and their demographic.
Because the impact of the social media revolution cannot be avoided it is imperative that you are measuring its impact on your business. Social reports show this impact and allow you to tailor your business goals, content and community in order to build conversions.


Optimizely launched in 2010 as a simple to use tool to measure and improve your website through A/B testing. Unlike Google Analytics and Facebook Insights Optimizely is not free but will cost you between $19-$399/month. Optimizely allows you to track engagement, clicks, conversions, navigation, etc. and create experiments in order to test your changes and help find the best combinations to address your issues and meet your goals. And though this may sound a bit complicated, this service does not require any coding or programming background. Optimizely boasts that it’s technology not only tracks but will turn your creative changes into instantly generated and deployed code.

Being able to measure, analyze and immediately run targeted tests allows you to uncover insights and then instantly launch changes based on those results. That ability makes it worth the cost.

With these tools and through careful analysis you will be able to confidently understand how your website is meeting business objectives, where improvements are needed and where it is failing. You can make recommendations for places where funds may be needed or wasted and have a sense for where improvement opportunities exist. We at Aydus can help direct you through this process. Contact us today to discuss!