This document discusses website analytics and provides an overview of key metrics and tools for analyzing website traffic and user behavior. It covers quantitative metrics like sessions, pageviews, bounce rate and exit rate that show what is happening on a website. Qualitative tools like heatmaps and session replay help identify pain points and see how users interact with pages. Understanding this data helps optimize landing pages, find product-market fit, and properly position calls-to-action.

1. Website Analytics:
From the Basics to Heatmaps and Session Replay

2. Nowadays, we need measurable data for success. It is
important as ever to monitor and quantify the website’s
effectiveness and reach.
With this – and much more – Website Analytics provide
essential assistance.

3. Table of Content
1. What is Website Analytics?
2. Reasons to use Website Analytics
3. Quantitative Measurement in Website Analytics
4. Traffic Sources in Website Analytics
5. Qualitative Measurement in Website Analytics

4. Website Analytics is a complex statistic that allows you to make a precise and
customized analysis of the attendance of a website. There are multiple variations of
website analytics.
1. What is Website Analytics?

5. 2. Reasons to use Website Analytics
Website Analytics are broadly used to:
- Find Your Product-Market Fit;
- Optimize Your Landing Pages;
- Identify “Pain Points”;
- Find the Perfect Place for Call-to-Actions.

6. 2. Reasons to use Website Analytics:
Find Your Product-Market Fit
You can use website analytics to find out exactly:
- what users are looking for on your website;
- at what time they are searching;
- which pages they are searching for.
With this data, you can refine your content, find
some topics that you did not present in detail
before.

7. 2. Reasons to use Website Analytics:
Optimize Your Landing Pages
You can achieve great results by fine-tuning your
landing page based on analytical data. The landing
page is the first page of your website that users first
encounter when they arrive there.
The goal is to refine your content to minimize the
bounce rate of your landing page.

8. 2. Reasons to use Website Analytics:
Identify “Pain Points”
You can also find out when people leave your web
pages. Troubled pages always have higher bounce
rates and these are the ones that you need to pay
close attention to.
Pain points are a certain difficulties that your
potential customers are facing.

9. 2. Reasons to use Website Analytics:
Find the Perfect Place for Call-to-Actions
Do you have CTA that causes a lot of clicks while
others are performing poorly? Then Website
analytics will help you.
The problem is not always the text of the CTA, its
size or color. The most common problem is that the
CTA itself is perfectly fine, but it’s badly positioned
and not where the visitors would expect it to be.

10. 3. Quantitative Measurement in Website
Analytics
Quantitative Data tells WHAT is happening on a website. Some of the main metrics are
listed below:
- Sessions
- Average Visit Length
- Users
- Pageviews
- Bounce Rate VS Exit Rate

11. 3. Quantitative Measurement in Website
Analytics: Sessions
However, there are several details about sessions that should be taken into
consideration.
Sessions = number of visitors who interact with
your website within a time interval

12. 3. Quantitative Measurement in Website
Analytics: Average Visit Length
The amount can be obtained by dividing all the time spent on the site with the number
of visits.
Average Visit Length = amount of time a visitor
spends on your site on average

13. 3. Quantitative Measurement in Website
Analytics: Users
It is important to note that if a user visits the site several times a month, this metric will
count for one person regardless of the number of visits.
Users = people who interact with your website in
some way

14. 3. Quantitative Measurement in Website
Analytics: Page Views
For example, if a visitor visited the site five times, but viewed ten pages each time, this
metric will count for fifty.
Page Views = total amount of views of (sub) pages
on a website.

15. 3. Quantitative Measurement in Website
Analytics: Bounce Rate VS Exit Rate
Bounce Rate = number of visitors
leave your website before
interacting with anything
Exit Rate = percentage of exits on
a given page.

16. 3. Quantitative Measurement in Website
Analytics: Bounce Rate VS Exit Rate
Scenario A counts as both an Exit and Bounce
because the visitor left the website from the first
page where he/she landed, without any sign of
interaction.
Scenario B counts as an Exit for page 2 because the
user visited both pages and left after page 2.

17. 4. Traffic Sources in Website Analytics
There are 4 different types of traffic based sources:
- Direct
- Campaigns
- Referral
- Search

18. 4. Traffic Sources in Website Analytics: Direct
Traffic from typing the URL or saved
bookmark

19. 4. Traffic Sources in Website Analytics:
Campaigns
Traffic from specific campaigns
(social network sites, email and direct
marketing)

20. 4. Traffic Sources in Website Analytics:
Referral
Traffic that came from another site to
your website

21. 4. Traffic Sources in Website Analytics: Search
Traffic from search engines

22. The most popular free Quantitative Website Analytics
software is Google Analytics.
However, Google Analytics cannot give you Qualitative
Data.

23. 5. Qualitative Measurement in Website
Analytics
This is when it’s good to have a website analytics tool that is capable of handling
qualitative data. Qualitative measurements require special analytics solutions such as:
- Website Heatmaps
- Session Replay

24. 5. Qualitative Measurement in Website
Analytics: Website Heatmaps
Website heatmaps reveal which parts of your
website are best placed according to the attention
of the visitors.
Advanced website analytics tools can draw all
kinds of heatmaps for your website. It’s like
inspecting your website through infrared goggles. Learn More

25. 5. Qualitative Measurement in Website
Analytics: Session Replay
Qualitative website analytics tools allow you to
track mouse movements, clicks of visitors to
reveal pain points in the conversion funnel.
You can analyze a video recording from which can
tell what a single visitor is looking for.
Learn More

26. Final Thoughts
Having right data about your website is a
halfway to success
A
B

27. See How Much is Your Website
Analytics Data Worth
Read More