Website analytics are tools that help track and analyse data about website traffic and user behavior. The main types of website analytics include:

1. Traffic analytics: These tools track data such as the number of visitors to your website, the pages they visit and how long they spend on your site. This data can help you understand how users are interacting with your website and identify areas for improvement.
2. User behavior analytics: These tools track data on how users interact with your website, such as the pages they visit, the links they click and the actions they take. This data can help you understand the user experience and identify areas where the user may be experiencing difficulties.
3. Conversion rate analytics: These tools track data on how many visitors to your website take a specific action, such as making a purchase or filling out a form. This data can help you understand how successful your website is at converting visitors into customers.
4. Heat maps and session recordings: These are tools that allow you to see where users are clicking on your website and how they are interacting with it. This can help you understand the user experience and identify areas where the user may be experiencing difficulties.

By collecting data through website analytics, you can use the insights to improve your customer experience. For example:

1. Identify and fix technical issues: By reviewing traffic analytics, you can identify pages that are not loading properly or causing errors for users. This can help you fix technical issues and improve the user experience.
2. Optimise the user experience: User behavior analytics can help you to identify areas of your website where users are having difficulty, such as navigation or finding information. This can help you optimise the user experience by making changes to the website’s design and layout.
3. Increase conversion rate: By analysing conversion rate analytics, you can identify areas of your website that are not effectively converting visitors into customers. This can help you improve the customer experience by making changes to the website’s design, layout and messaging.
4. Understand customer behaviour: By using heat maps and session recordings, you can understand how customers interact with your website and identify areas where they may be having trouble.
5. A/B testing: By using A/B testing, split testing, you can test different versions of your website to see which one performs better and improve customer experience.