This video from Google Analytics explains the importance to know your customers and create an experience that matches their needs. The more you know your market the better solutions you give.
Analytics help to improve the online customer experience, by indicating how users find your site, navigate and from where they leave. Also it gives data of preferred content offering and where this can be displayed for better results.
The following video is a metaphor that shows frictions that customers face while interacting with a site (e.g. buying products). Effective Landing pages are key to improve conversions and generate ROI for marketing campaigns