Business Know How has an insightful article on how a business owner used web analytics to find that his customers were NOT being served online.
The author writes I’m often asked how we go about using web analytics to really pinpoint problems that make the tools worth the investment. Many people are dubious when asked to fork out $50,000 a year to have reports about how people visit their website. What I’m about to describe is a situation where one of our clients could potentially earn $1 Million per year because of the analytics tool they have installed. This article will describe how we used a key performance indicator to raise the problem and then go onto describe how we then found out what the issue was on the clients website.