You’re active with your marketing by monitoring your website’s analytics, but the challenge is – what do you do with the data beyond checking how many visits you’ve received? More often than not, website owners use Analytics to check on the amount of traffic they’ve received during a particular timeframe. But, with a little deep diving and understanding, there are a ton of hidden gems in Analytics data that can propel your brand and business to new heights.
Improve Customer Experience By Using Analytics
3 simple ways to improve the customer experience, while marketing directly to their needs, wants, and desires are as follows:
- Defining Your Audience’s Needs with Analytics
People tend to buy a specific product or service because if fills a specific need for them. When you are able to better identify those needs, you can then set off to create an experience to address those gaps in your website content and design. Analytics is able to provide helpful clues as to what those needs are. The data can provide clues about your customers’ interests, how they accessed the site, how they react to existing content, answer the question: do they tend to consume more short-form or long-form content, as well as signal you to whether they watch the videos on your site, download or share content, and how long they spend on your site trying to get through the conversion funnel.
- Establish Baseline Conversions with Analytics
It’s important to know your conversion rates. A conversion rate is basically the percentage of visits that result in a desired behavior (contact you, download, purchase, etc.). Analytics will not only help you establish your baseline conversions, but you will also be able to know the conversion rates from different sources of traffic (direct, paid search, referral, organic search, etc.). You’ll also be able to determine that an ad on one site may perform at a much higher rate than other sites, or that one site in particular provides a very low conversion rate. Knowing the conversion rate of your website and of each traffic source will allow you to better focus and tweak your advertising efforts to maximize results, while minimizing the effort and expense.
- Assign and Calculate Revenue with Analytics
Every action and interaction on your website can be assigned a value. Of course, a sale will have a higher value than a click-through, but each interaction has a value. Analytics is helpful in determining and assigning a value to these actions. When you know what is working on your site and what is not, you are then able to prioritize decisions and increase your site’s profitability. Knowing your analytics helps make the marketing decision making process easier, faster, and more effective. Google Analytics can pretty much provide you with all the information you need to make these decisions. Of course, Analytics analysis can be a full-time job and can take a dedicated professional to comb through all the data and make sense of it all. But if you know where to look and what to look for, you can often begin to manage this information and make educated decisions on your future marketing efforts.
If you need help analyzing your marketing effort to create an effective strategy, contact the experts at Brawn Media.