Web Analytics
Find out how your visitors behave on your website and identify problems and solutions that increase your conversion rate and thereby your sales.
Learn the visitor's behavior for a maximized experience and increased profitability with every visit.
Web analytics means that you collect data and analyze how a website is used. And with the help of web analytics, you can gain a better understanding of visitors' behavior and experience on your website. Through the analysis, we can, for example, clarify which pages are visited the most, how your visitors navigate, and from which pages they tend to leave the website, and where there are problems.
Fulfill your purpose
If you have made the decision to have your own website, you probably have a clear purpose for what it should do. The purpose naturally varies depending on which company it concerns. But regardless of what it is, we always start a web analysis by identifying the purpose and goals for the website. Only after we have done that do we go through the web to formulate a hypothesis about the elements that may affect how well the purpose is fulfilled. After that, we implement changes that help the website fulfill its purpose.
Insights and resource optimization
The web analysis provides insights into visitor frequency and how relevant the content is to your target audience. With clear data, it is significantly easier for you to make the right decisions and justify digital investments - or for that matter, perhaps convince your colleagues why it is important to continue developing the website. Because we believe that companies that analyze their data effectively and then use it to optimize the website have a clear competitive advantage in the future.
By studying your visitors and gaining knowledge about their behavior, we help you improve the website so that it fulfills its purpose. With good analytical work, we increase the website's conversion rate - which generates increased revenue while the cost of attracting more visitors decreases. It is therefore not just about optimizing the website to get as many visitors as possible to your site; it is more about attracting the right visitors.
Conversion optimization
Conversion optimization (CRO) is about changing the website so that elements that prevent visitors from doing what you want disappear or are improved. In real life, conversion optimization can be likened to cleaning up your store and placing the most important products in a visible location so that your customers can easily find them. Web analytics and conversion optimization are important; visitors generally have little patience and click back to the search results to visit the next page if they cannot find what they are looking for.
A/B Testing, Bounce Rate, and Search Engine Optimization
With our help, you can improve your website’s conversion rate through web analytics and A/B testing to maximize profitability from every visit. A/B split testing means we measure changes against the previous version to ensure they deliver the positive results we expect. Only once we know a change has a positive impact do we allow the new version to go live. The test continues until the results are statistically significant.
Conversion optimization is also important from an SEO perspective, as Google measures your website’s bounce rate in comparison to your competitors. If your competitors have a lower bounce rate, there is a risk that Google will view their websites as more relevant and reward them with higher rankings in search results. That is why search engine optimization is an effective way to increase sales through your website. For the best possible results, however, web analytics and conversion optimization should be reviewed and refined continuously.
Benefits of Web Analytics and Conversion Optimization
- Gain a better understanding of visitor behavior and user experience
- Optimize conversion rates to increase revenue
- Analyze data to make better investment decisions
- Maximize profitability from every website visit
- Gain a strong competitive advantage and improve organic relevance
- Why Choose Toxic for Web Analytics and Conversion Optimization?
Book a meeting about web analytics
In the meeting, we will go through your goals, current situation, and how we can assist you further with web analysis. No commitment required, of course.
Isaberg Mountain Resort
Isaberg, one of Sweden's premier destinations for outdoor activities and skiing, has developed a modern digital platform in collaboration with Toxic to enhance its online presence and optimize the customer experience. The platform integrates several booking systems and customizes content based on the season, making it easier for guests to find and book activities. In this case, we focus on how the new solution has created a smoother and more cohesive experience for Isaberg's visitors year-round.
Multeral
Multeral, together with us at Toxic, has carried out a comprehensive project to simplify and streamline its customers' purchasing processes. The result is a digital platform on Litium that combines high functionality with a personalized customer experience.
Essem Design
Essem Designs e-commerce is the flagship store where user experience, design, and the brand's history are highlighted in every detail. Together with Toxic, Essem has taken the step to a global platform where the vision of the hall as the "first room" meets modern technology, high performance, and a long-term digital strategy. Through a new framework, inspiring features, and over ten years of SEO work, Essem has created a digital presence that drives growth both in Sweden and internationally.
Toxic – a safe partner!
The purpose of our work is to help you increase your conversion rate. This means that we want to help you boost your sales. With many years of experience in web development, we have the understanding required to know how different web elements affect your visitors. The analysis is always conducted by a person who is certified in Google Analytics, so you are always in safe hands with us.
Therefore, you should stop stressing about your AI ranking.
The question arises everywhere: “How do we rank in ChatGPT?” It's a good question because AI search is starting to become an important channel for digital marketing and no one wants to risk falling behind. But before you hire someone who promises to “optimize your AI ranking,” you need to know something. There is no real ranking.
2min
When do organizations need to rebuild or redesign their website?
Many organizations use their website for many years without major changes. This is rarely a problem in itself – a website does not need to be rebuilt just because it is old. The problem arises when the technology, content, or visitors' needs have changed more than the website has managed to keep up. It is not always easy to see where the line is between "this we can fix" and "this requires us to rebuild from scratch." Here are four signs worth taking seriously.
3min
Where the ridge meets the sea – the story of Norrvikens trädgårdar
There are places that do something to you even before you understand why. Norrvikens trädgårdar on the Bjäre Peninsula is one such place. Here, where Hallandsåsen meets the sea and a favorable microclimate allows the impossible to bloom, a man's vision has lived on for over a hundred years; through storms, crop failures, changes of ownership, and a period of decline that almost became the end – but it did not.
Common problems on large websites and how they can be solved
The larger a website grows, the harder it becomes to manage – both for those who visit it and those who work on it every day. What was once a clear structure with a few sections becomes, over time, hundreds of pages, countless subcategories, and content that has been added in batches over several years without a common plan. The result is rarely noticeable all at once; instead, it sneaks in until one day the visitor can no longer find what they are looking for, while the editor no longer knows where something should be. Now we will go through some of the most common problems on large websites and what usually tends to solve them.
3min
That is why many organizations choose to switch CMS
A CMS, a content management system, is the tool an organization uses to publish and update content on its website. Most organizations chose their CMS a long time ago (often five, ten, or fifteen years ago) and have since built upon it year after year. Over time, it becomes harder to live with the choice one once made. Licenses become more expensive, editors find it increasingly difficult to work in the system, and what once felt flexible starts to feel like a hindrance. Let’s go through some of the most common reasons organizations choose to switch CMS and what they often want to achieve with the change.
3min
What is required of a good IR website?
Trust is what determines how a publicly traded company is perceived by investors, analysts, and shareholders. Much of that trust is built or lost on the web. An IR website (Investor Relations) is the place where investors, analysts, and shareholders turn when they want to understand how the company is doing and where it is headed. For a publicly traded company, the website is not just a communication channel; it is part of how the company fulfills its information obligation to the market. If an IR website is difficult to navigate or lacks the right information, it costs more trust than one might think. In this blog post, we will therefore go through what an IR website actually needs to contain and what distinguishes a good IR website from one that is just there out of obligation.
4min
Ad copy that converts: what actually makes a difference
Most people who want to improve their ads start off wrong. They rewrite headlines, change images, test new CTAs. And sure, that can have an effect, but that's rarely where the big difference lies. When an ad doesn't convert, it's often because something in the chain after the click isn't working. The ad is just the beginning. This is what actually determines whether an ad converts.
3min
Four Swedes were appointed Umbraco MVP 2026. One of them is our colleague Daniel Andersson!
Last week we traveled to Copenhagen for this year's edition of Codegarden, Umbraco's annual conference and the natural gathering point for the entire global Umbraco community. Two days of talks, Umbraco Awards, and that special atmosphere that arises when people who are passionate about the same thing are in the same room. It was there that the news came: our colleague Daniel Andersson was named Umbraco MVP for 2026.
2min
From the apartment to the continent – the story of Beslag Design
When I step through the doors of Beslag Design in Båstad, I am already greeted in the entrance by what the company has built its entire identity around: careful details that just feel... right. Further into the conference room, the assortment spreads out along the walls; handles, knobs, hooks tastefully arranged. We sit down to hear Pontus Eklind, CEO of Beslag Design, tell how the journey began but, above all, where they are headed.
Toxic celebrates 30 years of strong growth, good profitability, and high trust from both customers and employees.
This year, Toxic celebrates 30 years as a digital partner for companies with needs in web, e-commerce, customer portals, system integrations, and digital business solutions. After three decades in an industry that is constantly changing, we continue to grow, with strong results, good profitability, and a high level of trust from both customers and employees.
3min
The self-playing piano in B2B – Read more about the report Nordic Digital Commerce in B2B 2026
The B2B companies in the Nordics have reached a clear turning point. Litium's tenth edition of Nordic Digital Commerce in B2B 2026 shows that 81 percent of the Nordics' B2B companies today enable sales through digital channels, that digital sales on average account for 31 percent of revenues, and that 58 percent plan to increase their budget for digital commerce in the coming year. The discussion is no longer about whether to digitalize sales – but about how to take the next step.
11min
Markvaruhuset chooses Toxic for new e-commerce platform in Litium
Building e-commerce for a player that sells to both businesses and individuals – with different flows, different logic, and high demands for integration with business systems – is a project that places high demands on the right technical partner. Markvaruhuset has chosen Toxic for that assignment.
2min
Fifth time's the charm – we are nominated for the Umbraco Awards 2026!
We are very happy to be nominated once again for the Umbraco Awards. This year we are nominated in the category Best Cloud Solution with our solution for KABE AB.
3min
What is Meta Andromeda and how does it affect your advertising?
Are you advertising on Instagram and Facebook? Then you have probably noticed that the ads don't work quite like they used to. Suddenly, some ads seem to reach the right people while others disappear in the feed. What is behind the change and what does it mean for you as an advertiser? We will clarify that.
4min
Four websites in one solution – new digital platform for Atle
To create a more flexible, scalable, and editor-friendly web environment, Atle has chosen Toxic as a digital partner. Together, we are now developing a new web platform in Umbraco that brings together several companies in a common solution and creates economies of scale in line with the company's growth strategy.
2min
Toxic named Umbraco Contributing Platinum Partner 2025
Toxic continues to strengthen its position within Umbraco and has now been appointed as Umbraco Contributing Platinum Partner 2025 – an international award that highlights partners who actively contribute to developing and strengthening the entire Umbraco ecosystem.
2min
Toxic begins long-term partnership with Qvalify in SEO and Google Ads
Qvalify is one of Sweden's leading companies in ISO certifications, inspections, and assessments. With over 30 years of experience, they help organizations strengthen quality, efficiency, and security through certification of management systems, training, and various types of audits. To increase visibility and create clearer results regarding their training and certifications, Qvalify has chosen Toxic as a long-term partner in SEO and Google Ads.
3min
SEO for B2B – how to reach the right decision-makers in search results
Working with SEO for B2B is a completely different playing field than optimizing for consumers. The decision-making process is longer, more people are involved, and each deal is often worth much more. This means that every click from the right person can be invaluable, while the wrong traffic risks being a waste of time. At Toxic, we work daily with B2B companies and know how to tailor the strategy to reach the decision-makers who can make decisions.
2min
Sebastian Pierre returns to Toxic – as Developer and Consulting Manager
With extensive experience in programming and a clear interest in leadership, Sebastian is now back at Toxic in the role of developer and consulting manager. In this interview, you will get to know him better, hear about his journey into the IT industry, and how it feels to be back at Toxic again.
4min
Toxic enters into partnership with Meson Group for web and PIM on Litium
Meson Group, which is part of Indutrade, is a leading supplier of valves and flow control products to the global marine industry. With headquarters in Laholm, sales offices in Europe and Asia, and a large network of distributors, Meson works with technologically advanced products and extensive information flows. To strengthen its digital presence and create a more scalable management of product data, they have chosen Toxic as a partner to develop a new global website and implement Litium PIM.
3min
How to perform an SEO health check of your website
Just like a car needs maintenance to perform at its best, your website needs to be regularly reviewed. An SEO health check reveals both technical and content-related obstacles that may prevent you from reaching top positions in Google and helps you prioritize the right efforts for better visibility.
2min
Frequently asked questions about web analytics
Web analytics is about collecting and analyzing data on how visitors interact with your website. By studying user behaviors, traffic sources, and conversion flows, you can identify areas for improvement and optimize your website to increase engagement, conversion rates, and sales. The analysis always starts with defining the website's purpose and goals, to ensure that we optimize the right parts of the page.
Web analytics gives you insights into what works and what needs improvement on your website. It helps you make data-driven decisions to increase conversions, enhance user experience, and optimize your marketing efforts. Additionally, you can identify obstacles in the customer journey that may negatively impact sales.
By analyzing visitor behavior, you can identify where in the buying journey they drop off and take action to improve these areas. This may involve optimizing landing pages, improving call-to-action (CTA), reducing loading times, or tailoring content to meet customer needs. Through conversion rate optimization (CRO), we ensure that more visitors become customers, leading to increased sales.
An A/B test means that you compare two versions of a webpage to see which one performs better. By testing different headlines, images, buttons, or other elements, you can find out what leads to higher conversions. A/B tests help you make decisions based on data instead of guesses.
The bounce rate shows the percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that visitors are not finding what they are looking for, that the page is difficult to navigate, or that the content is not relevant. By optimizing these factors, you can reduce the bounce rate and improve both SEO and the conversion rate.
Web analytics helps you understand how visitors interact with your website, which is important for SEO. By reducing the bounce rate, improving the user experience, and optimizing poorly performing pages, you can increase your website's relevance in Google's eyes. Google measures, for example, how quickly visitors leave your page, and an optimized website with high usability can therefore improve your ranking in search results.
The most common tools for web analytics are:
- Google Analytics: To track traffic, user behavior, and conversions.
- Google Tag Manager: To manage tracking codes without changing the code directly on the website.
- Google Search Console: To monitor the website's visibility in search results.
- Hotjar or Microsoft Clarity: To analyze user behavior through heatmaps and session recordings.
- A/B testing tools like Google Optimize: To test changes and improve conversion rates.
We at Toxic work data-driven to optimize your website. Our experts analyze your web data to identify areas for improvement and create a strategy that increases the conversion rate. We use A/B testing, user behavior analysis, and conversion optimization to maximize profitability with every visit. The analysis is always conducted by a person certified in Google Analytics, so you are always in safe hands with us.