Are you using your analytics data, or are you just looking at it?
Web analytics is great, because it gives you exact and detailed information about how many visitors your website gets, how many users your apps have, and it tells you all about what they are doing, when they are doing it, how, and in what order.
Great! You know everything about your customers and potential customers and then again you know nothing at all because all you have for it is a huge pile of data about individuals, going about their day in the usual messy manner that all of us usually end up in when our plans meet reality.
So, how do you actually get from huge piles of data about the disorderly reality to something that you can use to make better business decisions and be more successful?
Find usability problems and obstacles
One thing you can do is to look at flowcharts over your users behavior. Is it all smooth sailing from start to goal completion, or do they commonly get stuck in the process, or drift away into other things
Use analysis and visualization tools
Finding usability problems and issues with your site or app is possible through manual work, but it takes a lot of time and you may end up solving the wrong problem. To make really good use of your data you need the right tools.
There are great online tools for Google data visualization available to help you do just that. Instead of just looking at data they help you analyze and really understand data and the best thing is that you don’t even have to bother about actual numbers, because it’s all hands on manipulation of visual representations of reality