Most Companies have Web Analytics on their websites, but how many are really using it?
While the majority of web sites are embedded with some sort of web analytics it is clear that many businesses aren’t using analytics packages to their full potential. For instance, how many companies are using the data extolled from web analyticsto make informed marketing decisions? How regularly are web analytics being reviewed and by whom? All of these issues can impinge on a business’s marketing strategy. Here are some steps that companies can take to get the most out of their analytics.
Lay down some guidelines
For any company looking to develop an online presence it pays to be flexible and open to changes in marketing practices. So try to set clear and concise goals for review of your web analytics. How often is it going to occur and who is going to do it? What are the key metrics that are going to be watched – what is important? If changes are needed, then who’s going to implement and track them?
Processes that you should be aware of
Firstly try taking a look at your traffic sources. Web Analytics will tell you if people are coming directly to your site, if they are coming through a Google search, if they are coming through a directory like Golden Pages, etc. It is important to understand what marketing activities or investments are bringing prospects. If you are spending money to advertise somewhere and it is not resulting in traffic – you need to be aware of that and move your marketing spend appropriately.
Also look at the geographic source of your traffic. If for instance you are a dentist in Cork and you’re getting the vast amount of your traffic from India, the USA or other parts of Europe, – that is not of much use. If this was the case you might want to relook at your keywords or other promotional activity to understand why you are not reaching your target market.
Web Analytics will also allow you to look at the performance of specific pages in your site. For example you can see which products/services are most popular. Another area that you may want to take a look at are pages with high bounce or exit rates (i.e. where people leave your site). Do these pages contain a call to action? Are they engaging? Are they specific? Is there a clear next step? These are things that can be easily and quickly fixed once they are identified. Put them right and review.
Do more of what’s right
It’s always good practice to see what’s going well and then simply do more of it. Take a look at what web analytics is telling you with regard to keywords – which ones are bringing in the most traffic, and more importantly which ones are converting? What pages have the highest conversion rates? How are they structured? What type of call to action do they contain? How are people finding your page?
Set web analytics review times
Look at setting regular review times after you’ve made the changes (Weekly, Monthly, Quarterly). Skillfull marketing is all about testing, tweaking and monitoring and web analytics gives you the platform upon which to do this. So if you make any necessary changes, set yourself time scales for review.
With over 60% of local businesses having web analytics embedded in their websites, it’s surprising that only a small minority of businesses use the package to its full extent. The web analytics package when used properly can be a powerful ally in your attempts to build an online customer base and/or generate leads online. As a result, it should definitely be the drive behind all of your marketing decisions.
