Of all the business innovations spawned by the internet, it’s hard to choose one as the most significant. Everything, from our spending habits to the way we learn about the world, is influenced by the presence or lack of an internet connection. Online commerce sites like Amazon changed the way we shop and online payments systems like Paypal changed the way we pay. Likewise, web analytics changed the way business functions forever. Companies no longer have to rely on lead feedback and unreliable representative surveys to understand how their business is perceived. The advent of web analytics allowed companies to see exactly what most interests prospective leads and, perhaps more importantly, what doesn’t. But web analytics feature a host of applications specifically designed to help companies improve their business output.
Discover more about your audience
The biggest asset of analytics tools lie in their ability to monitor site engagement and feed data back to the site owner. The way in which you interpret the statistics provided, however, can dramatically affect your understanding of lead behaviour. Web analytics represent more than just an opportunity to target audiences more effectively. When interpreted correctly, web analytics can help you form a snapshot of not just what your audience looks for, but what kind of person they are too. For example, if you find a high number of site views originate from links on social media, you can begin to focus your advertising more heavily through social media platforms. Likewise, some web analytics services offer geographical tracking to see where the majority of your visitors are located, enabling your firm to prioritise appropriate areas.
Gain an insight into your user’s onsite behaviour
Web analytics give an insight into which of your pages are the most popular, what content they respond to, how many people responded to calls to action and much more. This allows you to tailor your future output according to what you know works, including ad campaigns, sales pitches and optimised site content. You can also update previous web pages to bring them more into line with your most popular pages, ensuring a more consistent traffic flow across the site. A bounce refers to a page where a lead visited but took no further action before leaving the site. By studying bounce rates, you can look at where leads lose interest or become lost and rectify any navigation issues these pages may have.
Forecast industry trends
Web analytics can offer more than just an insight into the mind of your site visitors. The statistics they provide can also help you predict trends in your industry based on numerous quantifiable factors. Elements such as the access point for your traffic, what keywords are bringing people to your page and which areas of your site receive the highest number of hits can all indicate a new direction for the industry, giving your firm the jump on the competition that could mean the difference between 100 and 1000 customers. Similarly, your analytics can give you an indicator of the vernacular that users are most likely to respond to at that point in time, albeit following some pretty detailed analysis of your current output, or when paired with an SEO tool like Google AdWords.
Set quantifiable targets with measurable improvement
Analytics are all about quantifying data patterns and drawing conclusions from the statistics provided. By studying where your content is underperforming, you can begin to set perceptible targets and watch as your numbers improve. Studies have shown that people push themselves as hard as a target dictates they should. With quantifiable data fed directly back to your firm, you can begin to optimise your marketing content for specific areas of the site with numerical objectives. Analytics can help you organise ‘stat-raise’ campaigns, where you target specific areas of your site and set a hit rate target to be achieved within a set time-frame.
Use microsites to engage with individual clients
By using microsites to produce personalised marketing content, you can gain new levels of lead qualification with individual clients. With a breakdown of a client’s engagement, microsites can provide regular updates on the site’s performance using Google’s clean but detailed analytics. Microsites have an added value in that they enable you to compare different marketing material sent to different clients in a quantified, measurable setting.