Marketing

10 Ways to act on and understand Website Analytics


Web analytics provide great insight into your website and traffic behaviour but if you don’t know how to understand website analytics then they are simple stats and figures which don’t have much relevance.

Below are 10 ways in which you can use your results to strengthen your marketing strategy:

1)      Refine your SEO marketing strategy

Take a look at your closed loop analytics and review which key words are working more effectively for your business and are driving large amount of traffic to your pages. Acknowledging which keywords are successful for your business will allow you to target sectors which maximises customer engagement.

2)      Select which social media platforms are worth your time

Analysing interaction on your social media channels for example, likes, follows, clicks, favourite, shares etc. enable you to establish which sites are most successful and you can then focus your time on areas that are most suitable for your business. Remember to track your site visitors from social channels and consider adding more links back to your site throughout your profiles and included on your daily posts.

3)      Focus on platforms and channels that work best for your business

Use your analytics to compare your channels and platforms for example email, blog, social media, paid ads, SEO, partner channels and any others. Compare and contrast to find out which are the most effective at generating conversions for your business, and identify those which aren’t working very well and may need to be amended. Take the time to learn about the quality of leads generated on each channel, and the individual conversion rates from each channel..

4)      Identify a theme and topics to discuss on your blog

Allow your analytics to highlight topics that resonate with your audience and themes which they continued to read more about or even shared. Use this information to create more posts based on the content which your target audience found most interesting. You may even want to look further at how you built that post, did it involve imagery, videos or GIFs, and investigate your analytics to grow and develop.

5)      Alter calls-to-Actions and Landing Pages for further engagement

Your analytics will allow you to establish if your call to actions are placed in an appropriate position or whether they need to be moved or changed to increase customer awareness. It will also provide evidence of if your landing pages are having the desired effect or if your contacts are getting lost or stuck on a singular page. You should use split testing to test both landing pages and call-to-actions, this then enables you to be confident that your audience will find content you are sharing and complete the course intended.

6)      Choose content that’s effective for lead nurturing

Use your most successful content within your lead nurturing series to be sure that your prospect / customer will engage with your campaigns. Focus on previous content which is both relevant and has a high customer to conversion rate.

7)      Get personal and segment your email campaigns

Whether you choose to segment your data on based on geographical locations, demographics, buyer persons, lifecycle position, purchase history, contact behaviours or marketing engagement, segmenting your contacts makes their experience more relevant and personal. You can use your analytics to group your contacts into the above groups to create personalised and direct campaigns.

8)      Use automation to encourage conversation and conversion

Once you have segmented your contacts into the appropriate groups use your analytics to identify areas that could benefit from automation to further personalise a customer’s lifecycle journey, holding their engagement and encouraging conversion.

9)      Determine how frequent you should send emails

Through testing you are able to then use your analytics to determine how frequent you should send emails and at what times is most convenient for your contacts. As many of us have varied lifestyles you can use segmentation to categorise send times suited to each individuals preferred time of the day.

10)  Use lead scoring to prioritise contact and prompt sales teams

Using the development of your analytics implement lead scoring. A point system which flags up contact which are at a certain level of interaction, usually close to conversion allows your sales teams to contact prospects when they ‘hot’ as they’re almost ready to convert to a sale.

 

Lean more about measuring the effectiveness of your site, by clicking here to download our Beyond Email: Web Analytics whitepaper.

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