We live in a world where the majority of people have easy access to the Internet and other media with just a click of the button. The fast growing market of mobile devices has resulted in websites being more accessible, more often and from almost anywhere 24×7. Today people can make an online purchase, share photos or videos on social media or research information whether they’re sitting in the pub, on the train or whilst walking the dog.
The real problem for marketers is to know which digital channels work best. Having visibility as to what other touch points the customer had in the sales cycle, be that completing a purchase or filling out a contact form can tell us a lot about how well our marketing activities are received.
What does it mean for website owners?
This tells us that it is important for website mangers to gather all digital data to find out the most appropriate message for each step of the user journey. For consumers – whose habits are changing constantly it means that they will be presented a website that addresses their needs and provides relevant information quickly and efficiently.
Analytics will help you to understand how customers/visitors behave. Through analysing data coming from every digital aspect of your business, you can improve users’ engagement and convert your potential leads into valuable customers or returning visitors.
How to perform digital analysis?
There are many web analytics tools available on the Internet, both free and paid versions. This article recommends Google Analytics reports, which is the most popular analytics tool in the current market. Using Google Analytics allows you to track web traffic on your website, mobile app, game console and actually any digitally connected device.
It’s basically a great tool for comprehensive analysis through all the touch points.
Ok, you’ve got web tracking set up and what now?
Now, you need to have a clear online measurement strategy. Think what your main business objective is and what the purpose of your website is. Is it to drive more visitors? Increase sales? Or maybe you want to provide online information and support? Whatever you decide, the next step is to define measurable KPI’s, Key Performance Indicators for your website goals.
“Remember it is very difficult to check what works, if you cannot measure it.”
Most of web analytical tools will provide you with standard reports presenting how much traffic you drive to your website; how visitors find your site, what type of device they use and more. However, the most powerful use of this aggregated data comes when you combine segmentation with your website goal conversion results.
Assuming your website goal is to track the number of brochure downloads. With Google Analytics you can check how many times a user accessed your website before completing the goal, which channel contributed to the conversion, did people download a brochure from mobile or desktop devices. You can get even more detailed analysis and check whether goal conversions from mobiles came from new or returning visitors.
If you want to find out more how web analytics can help improve your website please contact us.