[slideshow]If you are looking for getting more information about your site’s performance and the audience that visit your site you should consider using Google Analytics, it is an excellent tool and it is Free.
Already 55% of the websites are using Google Analytics,it is very easy to use and provides detailed statistics, you can find out information such as how do they find you, how much time do they spend in your website, which pages are more relevant, what time do they access, how many new visitors, where are they, which devise do they use to access your site and so many additional relevant information.
It has a report called Flow visualization which shows the path of visitors, you can identified how visitors are navigating, which pages are more popular and where are they dropping the site, In-Page Analytic report shows how they interact with your pages and to make it easy you can see the data superimposed in your website. It very useful if you are selling items, you can see how clients found such particular item and how they navigate so you can identify customer behaviour and run more efficient campaign for these particular clients.
Another excellent tool is multi-channels funnels, it is used to analyse conversions. Basically it analyse the different channels and interactions between them to lead to a conversion, the time in each channel and the stage where potential customers are dropping the process and can identified which campaigns are more effective.
For instance if you have a high percentage of Bounce Rate, means that they don’t go further than the landing page and if the time of the visit is short, could mean that you are leading visitors with the wrong keywords, the content of your site is not relevant and additional elements such poor navigation system, poor web design, etc. using the different reports you could identify what is the problem/opportunity to improve the site. Even Analytics can alert you if they are a considerable change in traffic pattern.
It also helps to understand consumer behaviour, demographic, interaction with the channels and it is not limited to desktop but also to mobile users.
[youtube http://www.youtube.com/watch?v=Cz4yHOKE5j8&feature=player_embedded]
Video Uploaded in youtube by Google Analytics on Apr 11, 2011