There are many tools to analyze your web traffic, but one that I have used in the past is Mixpanel. One really cool thing that Mixpanel analyzes is called funnel analysis. Funnel analysis looks into the users on your website and how they "funnel" through the website going from homepage to purchase conversion. These statistics can help users better understand the function of their site and ares in which they lose/gain buyers. From a marketing perspective this kind of data is extremely important to understand and evaluate.