For webmasters, Google Analytics or another means of getting information about your visitors is probably one of the first things that gets installed on a site. The data collected can help you understand if your site is organized in a way that makes for smooth transactions for your visitors. If they come to your page but don’t find what they are looking for, you have unsatisfied customers. With data collected, you can better understand their experience and make improvements to your site.
To emphasize the point, Google Analytics has created a few ads that bring some of those pain points in browsing an e-commerce site to the real-life grocery store. Things seem so easy when they are physical, tangible goods but so many websites seem to get it wrong. Check out the videos embedded after the jump.
Landing Page Optimization
Online Checkout
Site Search