Website data analysis

These days, collecting data is the easy part. Every system you use tends to generate and easily provide data. Between CSV exports and public APIs, it’s never been easier to collect data. Could we even coin the term

Datapocalypse?

No, that’s lame. But anyway, you get my point. There’s heaps of data around. But…

What does the data mean, and how can I use it to grow my saas?

Sometimes I feel like analytics products forget that the whole point of giving people access to the data is to allow them do something useful with it. It’s great if you can chart the curvature of the universe or measure the vibration of a butterfly’s wings, but how does that help you get more users to sign up?

Here I’ll dive into some key reasons why you might want to conduct website data analysis:

Identifying growth opportunities

Data analysis can help uncover trends and patterns that reveal areas for product improvement or new feature development. Understanding which features are most used—or least used—can inform future iterations of your product.

Enhance customer experience

By tracking user behavior, you can identify bottlenecks or friction points in your product that may be causing frustration. Improving these areas can lead to higher customer satisfaction and retention.

Optimize conversion rates

By understanding how visitors engage with your website, you can make data-driven decisions on how to improve conversion rates and increase the number of free trials, sign-ups, or purchases.

Improve retention

SaaS businesses often face the challenge of keeping customers beyond the initial sign-up. With data analysis, you can identify users who are likely to churn and implement strategies to retain them.

A real world example

One of our users has a small saas product that utilises AI to help their users prepare marketing campaigns targeted to specific customer segments. In this particular application, when users sign up, they need to collect some detailed information about their website, their goals, their existing marketing channels etc. When we spoke to them, they mentioned that growth was slow and that they were seeing a lot of sign ups, but very little engagement. We set them up with our basic web analytics and defined a couple of custom events so that we could track how many users were actually progressing through their multi-step onboarding process. After a week we looked at the data, and it was glaring. >90% of users didn’t get past the second question in the onboarding.

Armed with this insight, they quickly revisited their onboarding flow. It turned out the second question required users to input a lot of detailed information about their existing marketing efforts, which was overwhelming for new users unfamiliar with the platform. By breaking the question into smaller, more manageable steps and providing examples for guidance, they saw immediate results.

Within a week of making these changes, the percentage of users completing onboarding jumped from less than 10% to nearly 60%. Not only did engagement improve, but they also saw a noticeable uptick in trial conversions as users started to see real value in the platform.

This is exactly why we focus on making data actionable. It’s not just about collecting numbers—it’s about uncovering the stories behind them so you can take meaningful steps to grow your business.