Online Marketing requires a lot of research into how a website is performing, not only technically but with the users’ general experience. No one is going to stick around on a website for long if the users aren’t enjoying it or are finding it difficult to navigate, this is where analytics software comes into it. These kinds of tools allow you to track every little piece of data relating to your website including the location, demographic and what exact pages are seeing the most hits.
This is an article giving you a list of different analytics tools that work with your website to give loads of insights into how your website is performing.
1. Google Analytics
I’ll start with the most popular one first, Google Analytics. This tool is widely used and rightly so, it comes with tons of features all under Googles brand and on top of this, it’s completely free. Another nice feature that Google Analytics has is there are multiple ways to add the tracking code to your website. If you’re not too handy with customising your HTML, then you can use plugins or Googles tag manager to place your analytics code.
Once you’ve added your code, Google Analytics will start tracking goals for you. It will track everything from what page a user is on to the specific actions they take. Google Analytics has an especially useful feature for e-commerce websites and that is the ability to add a goal funnel. This allows you to string together a group of URL’s that the user clicks on when carrying out an action such as making a purchase. What this lets you do is not only track the number of clicks that each page gets but you can also see at what stage of the purchase most people back out at.
Google Analytics also gives you some insight into what keywords people are searching to find your site, as well as which browser and the device they are using.
There are a number of customisation options available with Google Analytics. You can set up alerts for your metrics and choose specific times to receive them to your email address. You can also create custom reports in which you choose the metrics included.
One common complaint that people have with Google Analytics is how overwhelming it can be. However, Google has brought out a new feature called “data studio”. It works with Google Search Console, AdWords and Analytics and helps group together your data into clear graphs and visualisation.
SimilarWeb lets you look at most web site’s analytics without the need to place any sort of tracking code on it. This is especially useful for doing research on competitors etc.
In this example, I’ve done a search on Pespi.com. Once you carry out the search, you’ll see first and foremost the sites global, country and category rank. Then if you scroll down you’ll see the rest of the overall stats such as traffic number, countries traffic number and traffic sources for the website.
The sources section is quite an interesting one. Each source is split into different coloured graphs.
Going further down will take you to referral traffic, where you can see a breakdown of your top referring and destination sites.
As you keep scrolling down you’ll see so much more info including social, display, content etc.
SimilarWeb offers a premium package which gives you up to 3 years previous data on website traffic and provides extra analytics tools for further research.
While this isn’t technically an all out analytics package, it’s definitely worth a go if you’re going to use its other features. Bitly is a free URL shortener that you can then easily share and then check out its analytics. Once you’ve created a few URL’s, you can go ahead and check the stats on them.
You’ll be given a breakdown on the different platforms that people have clicked from such as LinkedIn, Twitter, Facebook etc. It also includes nice graphics of locations and can tell you right down to the hour when your link was clicked on.
While this doesn’t have quite as many features as the likes of Google Analytics or Similar Web it’s definitely worth a shot if you’re already using Bitly’s URL shortener.
This is an analytics tool that is becoming increasingly popular and for good reason. Clicky provides you with up to the minute results which is really quite impressive. However, for this reason Clicky comes with a little caveat. A cost will eventually be involved if you have more than 3,000 page visits a day to your website.
The registration is pretty straightforward, all you’ll be asked for is your email and to create a password along with the URL of the website you want to track.
The dashboard at first look gives you what you’d expect from an analytics tool but its interface is a lot easier to use and understand than its competitors like Google analytics for example. Clicky will track all of your visitors, telling you where they referred from, how long they stayed and the tasks they carried out.
On top of this Clicky has a real time heat map feature that not only shows you a general overview of where users click but heat maps for individual people. This feature is usually only found in analytics tools that specialise in heat maps which really makes Clicky a great option.
KYA is a relatively new analytics tool that is slowly on its way to becoming one of the most powerful on the market. The setup for this analytics tool is simple and offers similar methods to implement it onto your site as Google Analytics does.
A nice feature that this tool has is “engagement tracking”. Each of your pages will be given a score based on how well your audience interact with it taking in factors such as traffic, social shares, behaviour etc.
Sumo is a service that offers a whole range of tools relating to your website traffic. One service in particular that will interest you though is Content analytics. This just like all of the other tools that Sumo has to offer is completely free. While they don’t specialise entirely on analytics the way the others on this list do, it still gives you quite a comprehensive list of tracking data.
Sumo can be added to the header of your HTML or you can even use a simple WordPress plugin as well which is quite handy for those that aren’t as code savvy.
Sumo’s other tools are really useful as well such as social sharing and heat maps, so much so that I would like to list the heat maps on its own.
7. Sumo Heat Maps
If you are going to use Sumo’s content analytics, then I would suggest pairing that with their heat map feature. The heat map gives users the ability to see exactly where on the page that the user has clicked giving you a great amount of information on which areas are most popular. Sumo can also integrate with your Google analytics so you will get best of both worlds.