The Internet has emerged rapidly as the primary medium of information access to the common users. Moreover, all product companies are also keen on releasing a web version to target a wider range of audience. The largest customer base for any organization across any market is in THE INTERNET. This is very evident from the fact that even US President Mr. Barack Obama used internet (Web 2.0 - Change.gov) as a strong medium to reach users and eventually succeeded in the initiative.
Irrespective of their offline brand, it has become imperative for every organization to have a strong online presence. Of course, strong offline brands get a heads-up because of their brand awareness. But, it also matters how quickly you enter the Internet market that is highly competitive.
Entering the Internet market might be easy, but how well you enter and how well you capture the attention of the users matters a lot. Also, with web concepts evolving time to time, it is very difficult to retain your user base. Hence, there is a need to analyze, monitor, and control the key metrics of the website. You also might want to introduce some disruptive features from time to time in order to stay ahead of the competition.
The need to analyze the user behavior on the website and customize the content for the users is very important for user retention. As the saying goes, "You cannot improve until you measure." You cannot analyze user behavior until you have these metrics in place.
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