Almost every website analysis book will inform you that you can assess a site's performance by performing any or all of the following tasks: conduct an SEO audit, test website speed, conduct competitor analysis, and analyze website traffic. They aren't entirely incorrect, but website speed, SEO, and competitor and traffic research only tell part of the picture when it comes to your website's performance.

Understanding your visitors, users, and customers, and delivering them what they came to your sites for, is the missing element in your Website analysis, so they don't just arrive on your perfectly optimized site—they remain on it, use it, and keep coming back.

Introduction to website analysis

The practice of testing and assessing a website's performance in terms of SEO, speed, competition, and traffic is known as website analysis. Any site can benefit from SEO analysis tool if the data are used to improve it—for example, by reducing page size to enhance overall speed or optimizing a high-traffic landing page for more conversions. 

An approach to website analysis that is user-driven

We can all agree that having a site that performs highly on Google, is quick, and has no major usability difficulties is critical. We may certainly agree that knowing your competitive environment and maximizing the traffic to your website is equally vital for your business.

Standard website analysis can help you do all of the above, but it won't provide you a clear competitive edge because your competitors are doing the same thing. They can all utilize the same SEO, performance, and traffic tools that you do.

However, there is another type of knowledge you may employ that is completely unique to your website: the viewpoint of your visitors. Finding out how they came to your site, what they want from it, how they're using it, and what's working and what isn't can provide you with the comprehensive information you need to create a wonderful experience for the people that visit it on a daily basis.

Behavior analytics 

Your users are the additional source of information you need to grow your website and business—they have all the information you need about what is and isn't working on your site. Behavior analytics software aids in the collection of this data and the answering of important business issues like How do visitors connect (or fail to interact) with various page elements and sections? Where on a page do individuals get stuck and struggle before dropping off?