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Web Analytics

by amcfarland81 September 18, 2017

In the world of digital marketing, there are many different things to pay attention to in order to make sure that you are delivering the right message, at the right time, through the right channel, etc.  The world is becoming increasingly data heavy and it is essential that marketers pay attention to the data that they are gathering so they can improve their processes.   In this article I’ll discuss a brief overview of web analytics and why they are so important to your marketing strategy.

There is so much that goes into a comprehensive web analytics strategy, but even implementing a few basic strategies can have huge payoffs in the end.  It is worth investing in the gathering and evaluating data from your website, email, and social media campaigns.

Measure Traffic

Usually, the more traffic you can get to your website, the higher chances you have of getting more sales, leads, and engagement.  Using web analytics you can measure many things that can help you improve the overall traffic to your site.  For example if you can measure where your traffic is coming from, whether it be through organic search on Google, or from a link in an article from a popular website, you can focus on what is working to drive more traffic.  If you are getting significant traffic from your advertisements, it may be worth investing even more.

Conversion Rate Optimization

Driving people to your website is only half of the battle, once they are on your website or on your email list, it is extremely important to know how these customers react to your campaigns.  Conversion rate refers to the number of sales or leads you are generating for each person who is exposed to a particular web page, ad, or email.  So in principle, if the traffic on your website remains consistent, but you can double the conversion rate, your revenue will double.  There are many techniques to try to increase the conversion rate for particular ads or articles, but in reality, it is necessary to test and then analyze the results to see how customers react to certain things.  A/B testing is a popular strategy for getting these results, and you can test anything from the wording in a particular ad, to a photo that is used, or even the design of an entire website.

Measure Engagement KPI’s

When you measure the data that comes through to your website, you can analyze the key performance indicators of how well your campaign or website is working and adjust accordingly.  Very important kpi’s for engagement include, how long each person spends on your website, number of interactions on social media, and the most popular pages of your website.

How to Collect and Analyze Data from your Website

There are dozens of tools that you can use to analyze the data that your website, social media, and email campaigns produce.  Each one of them has specific uses and can be helpful in their own way.  In order to have a complete picture of your marketing campaigns, you will likely require several different tools to work with, however, even if you can implement one or two successfully, you should see significant results in your campaigns.

Google analytics is probably the most widely used and most versatile of the web analytics tools.  It allows you to track almost everything on your website including traffic, geographical distribution of traffic, clicks, and much more.  It is relatively easy to set up and it is free.  It is a great place to start if you are looking to learn more about how your customers interact with your website.

Other tools such as Hootsuite and Constant Contact are specialized for certain aspects of your marketing campaigns.  Hootsuite is great for analyzing your social media engagement, while Constant Contact will help you set up and measure the success of your email marketing campaigns.

There are also a variety of tools you can use to help you set up and measure A/B testing of your website, which can help tremendously with your conversion rate.

Whichever tools you choose to use, learning how to measure and analyze the data that your customers are giving to you is essential if you want to optimize the revenue that you are generating.  These methods take time to pay off, but over time you should see a significant return of your efforts.

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