When designing your Web site, it's pretty universally considered an important thing to make it more appealing for the customers. In fact, that is the heart and soul of search engine optimization. So now, how can you find out what the customers want? This is one of the many places that your analytics program will come in useful.
Typically, analytics programs such as Google Analytics are used to track your visitors and maybe surmise their habits. The latter part "or more accurately, what you do with it," is the key element here. This is where you learn what they think so that you can apply it to your Web site.
The first thing you can learn from analytics programs is what keywords people are using to find your product. This can provide insight into how people perceive your company. From this, you can change the content on your page to further suit the typical searches for services like what you provide.
You can also use analytics to find out what keywords aren't being used in searches for your niche. This, as well, can make you change the content on your page, or at least find a discrepancy in your marketing that needs addressing. It can also help in creating social media communities along with the keywords that are in place.
Speaking of social media communities, analytics can also help you find out where your visitors are coming from. That is, if you see a lot of visitors from Digg, Twitter, etc., that means that you may have an "evangelist," or an active community that you can make use of. If the person "spreading the word" is really doing a great job, you may even want them on your payroll. You may also find out what sites you need to focus more on, and create communities in. All in all, this is quite helpful in this way.
By using analytics to track your visitors, you can also find out what country they're from and what language they speak. This is highly beneficial if you're going global, which can happen quite easily in Internet business. By finding out where these people are coming from and what language they speak, you can create micro pages specifically in these languages to open your shop overseas. Once you have a toe hold in foreign lands, you can then use analytics to know in what countries you need to beef up your advertising and which ones to lay off of.
You can also find out by way of analytics what your top content is on your site. If you find out that X link is clicked on more than the Y link, you can use that to your advantage. Find out what could possibly draw visitors to the X link, then you can possibly apply that knowledge to the rest of your site.
Lastly, you can find out if you have repeat visitors. This aspect of analytics is helpful in finding the previously mentioned "evangelists." If a single person visits your site far more frequently than anyone else, chances are that they're voluntarily plugging your company. It might be wise to invite them to promote your content.
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