So what exactly are they doing on your site?

One of the biggest pieces of analytics data you can use are what’s called heat maps, or as Google Analytics calls it, In-Page Analytics.  This helps you track where on your site people are clicking and ultimately what they are doing.  With this data, you can start to see what the common paths are through your website from a visitor perspective.  This may be in line with how you are targeting your users or, it may be a completely different approach from what you’ve been thinking your visitors have been doing.  Once you’ve gathered this data, its time to start altering your website, call-to-actions and other content to better facilitate your visitors!