One thing I consistently recommend to clients is that they install and monitor Web analytics. Not everyone does, of course. But it’s definitely the starting point for making websites better, in terms of accomplishing business goals.
There can be lots of different approaches to a Web analytics program. In fact, there might even be as many unique uses for Web analytics as there are different real estate websites that have analytics installed.
One company may be measuring to calculate ROI on paid advertising or search traffic versus social media efforts.
Another company might be using analytics to listen to their customers by reviewing keyword reports and traffic patterns.
A third company might be using analytics to identify conversion rates for different paid advertising headlines.
A fourth might be using analytics to figure out if new visitors behave differently than repeat visitors.