Your website is the digital face of your brand. It is where people go to check you out, to learn about your services or products, to learn from your subject matter expertise, and to share your content.
It is also where they go as part of their purchasing process to make a more informed decision before then buying “something” from you. Well, in theory at least.
There is a wealth of information that paints a clear picture of what your visitors are doing on your site. By digging into these analytics, you are able to not just assess the customer journey, but understand what they do, where they go, what they like, and what they don’t like.
It means you can continually adapt and evolve your website, and therefore improve the customer experience.