When flying an Airbus 380 plane or steering a cruise ship, a "blind flight" is absolutely unthinkable for us. Numerous hightech instruments like radars, echolots and digital tachometers must be present and functional at all times, and the crew must at any moment exactly know what is going on in the surrounding area, the exact direction that the plane or ship is going, the current and expected weather, and possible risks along the course.
The situation is not really all that different with a company website. It is not sufficient simply to design a good looking web presence, and then to forget it. With that you will be, at best, drifting aimlessly and without direction in the vast void of the web, and in all likelihood never get to the rich waters - the top pages of the search engines with lots of traffic and lots of customers.
For a well-targeted and thought-through campaign for the maximization of your online presence, analytic tools are absolutely indispensable. These can monitor numerous statistics and parameters - free of charge - such as for example the number of visitors coming to your website, their origins, which keywords they have used to find you, which websites sent them, how long they stay on your website and what they click on, and lots more.
Despite Google Analytics being the dominating and name-giving tool in the analytics field, it is not always the best or even the meaningful choice, and there are several good alternatives to it, for example the excellent open source tool Piwik.
For us, setting an analytics software on lots of different CMS and web frameworks, as well as analyzing analytics data, is routine, and in most cases we can make detailed and informative statements about the situation in a few weeks, and provide concrete and concise recommendations for the best course of action.
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