Analytics are vital in formulating a proper strategy for the development of a website as they offer an understanding of the people using the site how the site performs, and where improvements are needed. In this manner, after the integration of the tools such as Google Analytics, the webmasters will be able to determine the most important aspects which include the bounce rate, the time taken for a page to load, the sources of traffic, as well as the activities performed by the users of a particular website. This enables the developers to understand trends and issues that can affect the experience of users for instance high exit rates in particular pages, or delayed loading times. Hence, based on this knowledge, the development team will be able to take corrective measures to restructure the site in terms of navigation and placement of certain content, and even introduce features that will facilitate appropriate loading time for the pages to improve the general look of the website and make it interesting to the users.

In addition to that, analytic results contribute to the improvement of the website design by showing the designers and creators what engages users and what doesn’t using real user metrics. For instance, website usability enhancement techniques such as heat maps and click-through tracking can illustrate how some areas of the website are more popular than others informing writers how to effectively structure their design. Due to the changing trends within the web, developers can over time monitor user engagement and performance of other aspects of the web whereby, they are able to try out different windows, designs, and functions and later look at the effectiveness of those designs. This essentially means that each and every part of the process of website development is aimed at achieving the objectives of the users of the targeted audience that enhances the functionality of the site to the users.