Your website is the online heart of your business.
To keep it beating, you need potential customers or clients to find you, right? You also need them to convert.
Essentially this means you need to know what is working and what isn’t when it comes to everything you put on your website.
You need insights into who is visiting and their behavior once there. Which content and keywords are drawing them in and holding their interest?
This is all valuable information. But how can you best obtain and use such information to strengthen your content strategy?
This is where marketing analytics comes in, compiling all that valuable marketing information in one place and allowing you to discover the patterns of your website visitors.
From there, you can develop better content strategies.
The best way to help compile and organize your data is by utilizing a web analytics tool. And that’s why we made the following list with the best options in the market:
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Web analytics tools can track and measure website activity, offer recommendations, and prepare timely reports for review.
In this sense, Google Analytics is perhaps the most well-known and popular tool available today.
It allows you to analyze various factors, including website traffic, bounce rates, and conversions.
With its well-organized dashboard for ease of use and viewing of important metrics, Google Analytics remains one of the better free tools to track and analyze web traffic data.
It is a great option for anyone, including beginners and small businesses. For advanced features, try the paid version, Google 360.
If you want to know what your website visitors are doing and why, Hotjar can help.
Hotjar is a website analytics tool combining traditional analytics with website visitor behavior data.
A visual display, or heatmap analysis, and session recordings provide valuable insight, alerting you to areas in your content that need reviewing.
This web tool is easy to set up and easy to use.
Start with their free plan, which allows up to 2,000 pageviews per day. If you need more, consider adding the Hotjar Business version starting at $99 per month.
Matomo is an open-source analytics tool you can use to measure your website’s traffic and gain information on your visitors’ behavior.
With key metric tracking capabilities and a customizable dashboard, you stay involved in the process, pulling the information you need the most.
Matomo also allows you to store customer data in-house on your own server, protecting the privacy of customers, as opposed to the cloud-based storage with Google Analytics.
The On-Premise version starts free but with the option to pay for advanced features. You can also choose to go with Matomo Cloud, which offers data hosting for a small monthly fee.
Mixpanel is an advanced, scalable business analytics platform that tracks customer actions and behaviors along with your key performance indicators (KPIs).
An important feature of this tool is you can use it on all your websites and mobile apps to gain valuable insight across the board.
In turn, you can create or modify your content governance structure and make sure your messaging is consistent.
Additional beneficial features include team dashboards, interactive reports, and real-time data.
The free version for up to 100K tracked users per month, has some limited functionality. If you find you need more, go for a growth package starting at just $25 per month and add to it as your needs grow.
5. Crazy Egg
There’s power in knowing where your website visitors go.
Add to that the ability to view how they are interacting with the different pages, and you’ll know where you need to strengthen your content.
Crazy Egg is a visual web analytics tool designed to help you track, evaluate, and increase your conversion rates.
It comes with its signature Heatmap analytics tool, which shows you what your website visitors are doing, how they are interacting, and what is most popular.
Other valuable features include user recordings and A/B split testing.
Expect a low monthly cost, with the ability to add more whenever needed.
Clicky is one of the better web analytics tools for getting real-time data and providing all the information you need to optimize your website and increase conversions.
Track where your visitors are staying longest and where they’re going next. Review page visit data and heatmaps. Customize your tracking.
You can even monitor your stats away from the office on Clicky’s mobile version.
While the basic version of Clicky is free, you can increase daily views and capabilities, including split testing or outbound link tracking, by upgrading to a paid plan.
Once a standalone tool, Clicktale has now joined forces with Contentsquare to offer a more robust web and mobile apps analytics tool.
The focus is on the digital interactions of users, offering insights to help optimize and improve not just your website but your overall digital marketing plan.
Patterns of web user actions and behavior are displayed utilizing intuitive heatmaps and session replays, bringing your customer behavior to life right before your eyes.
The visual analysis features simplify the process of determining where there are weaknesses in the buyer’s journey as it relates to your website, mobile app, or content.
With such information, you’ll know where to make improvements and help increase your conversion rates.
Mouseflow is a behavior analytics tool providing replays of visitor experiences and alerting you to potential reasons why they leave or fail to convert.
User behavior tracking is presented in various ways, including session replays, heatmaps, conversion funnels, and form analytics.
Utilize these to pinpoint where you can strengthen your content strategy and optimize your website.
Start with the 14-day free trial. From there, you’ll have a variety of packages to choose from.
The pricing structure is based on pageviews and the number of websites, and range from $29 to $399 per month. They also offer an Enterprise level with unlimited page views and websites.
How a visitor moves through your website can provide valuable insight into how effective your content and design are and if they lead to conversions.
Kissmetrics excels at this, tracking individual visitors to your website and putting you on a personal level with that visitor to understand their behavior.
This data becomes highly beneficial for optimizing your marketing funneland getting visitors to click on that convert button.
Kissmetrics has a simple to use visual format and full tracking of website traffic, trends, and behavior changes.
This is a paid resource so try it out first for a month to be sure you’re comfortable with its interface and results. After that, you can select pricing based on your current needs.
If you’re concerned about protecting the privacy of your customers or visitors, consider using Fathom as your web analytics tool.
Fathom doesn’t collect personal data of visitors, nor does it utilize cookies.
What it does do is collect the data needed to see how visitors are interacting on your website. You can also track your KPIs on its easy-to-use dashboard.
Fathom sends you a report via email every week, alerting you to the performance of your website. If you have several websites, you can track them all and receive reports on each one.
Plans start at $14 per month for up to 100,000 page visits.
Countly is an analytics platform you can use across all your websites and mobile applications. The focus is on improving the buyer’s journey by providing you with the data you need most.
Countly tracks individual online sessions in an effort to help you understand how your website is currently being used by visitors.
In turn, you can identify what content is working and where you need improvements.
An additional benefit of using Countly is that you can build your own plugins to add analytics unique to your business needs.
Countly offers both on-premises and cloud versions. Their Community edition is free, and their Enterprise Edition offers tailored plans to fit your requirements.
Wrap Up: Learning about Website Traffic with Web Analytics Tools
Don’t leave your business up to chance, with fingers crossed that your website will work the magic you want it to with visitors.
Get in there and find out what is and isn’t working by using any of these web analytics tools.
Also, check out the 11 Best A/B Testing Tools to rock that content strategy!