The feedback that really counts
by Latrone Walters
Informed and data driven business owners know an exact percentage of revenue that they are pulling each month from their digital/online campaigns. If you’re a service oriented business owner and you don’t have this information, whether you have a digital marketer or not, you are missing out on a lot of potential conversions through your website. With a proper analytical tracking setup, along with website development, you can find out who your ideal customers are and in what products and/or services they are most interested in. Website Analytics can help a business fine tune their marketing campaigns to connect them with the right people. That’s what digital marketing is truly about. Connecting the right people together through the helpful tools that the World Wide Web provides.
This is assuming that your business is providing a reputable service that is at the very least on par with the top producers in your industry. We’re not talking about more infrastructure, but bare bones production and service quality that never compromises it’s integrity for higher profit margins. If you have a business of this sort, there is never any reason why you can’t convert an extra 20% of revenue from your digital marketing efforts. This is ensured by improving search engine rankings, on-site optimizing and continual monitoring on the back-end of how your digital campaigns are performing.
It takes focus to capitalize on Web Analytics. It also takes effort, but that’s where we come in @ The Mind Resource. Wink wink. Here are 3 ways that Website Analytics can directly help your business improve your brand and bring more satisfied customers through your door:
Web Analytics will show you how much time your average customers browse through your website.
Yes. If you’re not familiar with website analytics, it is without a doubt, possible and beneficial to know how many different web users visit your website and how much time they are spending on each page. Those are valuable data points to track because they reveal to the business owner if their marketing efforts are reaching prospects and if what they are offering is actually catching people’s attention.
Analytics will show which pages people visit most, where they are coming from and how much time each user on average spends viewing the business’ offer. A business can in turn take this data to either improve their business model itself or to better customize a campaign strategy that will convert on those pages. As a growth driven business, this gives you reliable and real time feedback that can accelerate the company’s marketing IQ in a matter of weeks.
If a business doesn’t have analytics setup or doesn’t know how to use it, there are plenty of training resources available on the proper usage and setup of analytical software for your business online. Contact The Mind Resource if you if you would rather outsource it, automate it, and receive detailed reporting that makes sense every month.
Web Analytics will show you which products or services your prospects are most interested in.
The second thing that Web Analytics is able to show businesses are what specific services or content that their ideal customers are specifically targeting. Once an ideal customer is familiar with your brand and have taken the time to view your offer, they may go even further to view your selection of services or products if you have a multi-offering business. On the back-end a business will be able to view the blogs, pages, and content that receives the most engagement and once again, how much time, on average, a prospect is spending on a particular category on their website.
When this sort of data is contrived and coupled with re-marketing efforts a lot of pivotal decisions can be made to ensure that both sides of the service offer is maximized. That means in simple terms that the both the business and the customer receives more value. The specific data points that measure this are the bounce rate (the percentage of visitors to a particular website who navigate away from the site after viewing only one page) and the average session duration of all sessions (total duration of all sessions in seconds/number of sessions). When companies can see this clearly and in real time, they will be able to adjust their marketing strategy based on what content their audience responds to best. Without that data it is nearly impossible to know how much they can truly maximize your online marketing. Welcome to the future.
Web Analytics will show you where your prospects are coming from and what platforms to reach them on.
The final, but probably the most important data that a company can draw from their Web Analytics setup is in knowing where their ideal customers are coming from when they reach the proposed digital offer. Nothing is more enlightening to our digital marketing clients than when we can show them how many are people are finding their website through links on social media (Facebook, Instagram, LinkedIn) or through backlinking from partner websites. Our clients are able to take this information and determine the ROI (return on investment) from content like blog links on social media, Google Ads, or social media advertising. This is opposed to just running ads and waiting for the phone to ring. That’s old news and an archaic way to implement digital advertising. If you know where prospects are coming from, in the future you can streamline effective marketing campaigns and scrap the efforts that have proven not to show their worth. Now that’s something you can bank on! 😉
Summary
It is simple to see how employing Web Analytics can vastly improve businesses online performance. There’s plenty more data that Web Analytics software can extrapolate like device usage and demographics. But with just understanding of how much time people spend on your page, which products draw the most digital traffic and the channels that people like to use to reach your product you can really capitalize on your market and improve the way you do business online. It’s as easy as 1. 2. 3.
