Who are they and what do they want?

There's more to Web analytics than holding a clicker and counting the number of people who come to your site and watching where they go.

Web analytics is about learning everything you can about your visitors, their intentions and needs. With a deeper understanding of how they use your site, you can tweak it to guide them not only to information they are seeking, but a "call to action" -- whether that's buying a pair of shoes or contacting a real estate agent about a listing.

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