There’s a premium placed on website analytics the same way search engine optimization (SEO) was valued by small businesses and startups years ago. Compared to other online marketing strategies, SEO allows them to promote their websites and reach their target audience without breaking bank. This is done by using different SEO tools to help them formulate campaigns to boost their search rankings for their chosen keyword.
Through website analytics, online businesses can track and measure the results of their marketing campaigns to see which among the tactics employed worked and which ones didn’t. Using the data they gathered, they can formulate a brand new campaign that emphasizes on the effective strategies from past campaigns. Doing this allows them to lean up on their marketing efforts by making more efficient decision, which in turn helps them spend wisely for their campaigns.
A recent report created by Econsultancy in their Internet Statistic Compendium attests to this. According to their research, the 73% of companies who use websites to gather intelligence reports from their target market do so for the purpose of increasing efficiency (58%), enable more informed decisions (51%), and reduce the risk (42%).
Adapting to the age of analytics
If you haven’t applied website analytics to monitor your website performance using key metrics, then you’re missing out on a lot. For starters, installing Google Analytics, Clicky, or other alternatives before you even build a website and blog is common practice. This is so you will immediately have historical analytics data of your site that you can use as basis for its progress over time.
It is important to note that website traffic is not the only metric to be measured by website owners and marketers. While it is important to drive more site traffic, it is only vital to your website performance if you measure it alongside other metrics, especially the ones that money-making blogs track. This way, you will have a better understanding on how your website is effective in converting its visitors into leads or customers.
Even if you don’t have any idea on how to measure campaigns or strategies using these tools, KISSmetrics published a post of the different Google Analytics resources not only for beginners, but also for those tracking goals, optimizing conversion rate, and more!
If you wish to analyze and optimize your content’s performance, SumoMe is the tool for you. Aside from its list building features, it has the Heat Maps and Content Analytics feature. The former lets you gain insight to the links or elements in your web page that visitors love to click on. This feature helps you determine whether it’s the web copy that encouraged visitors to click or it’s the appearance of the CTA button that encourages the click-through rate.
The latter lets you see how many of your visitors have stayed until the bottom of the page. From here, you will see which parts in the page where you have lost most of your visitors. With this knowledge, you can edit and tweak these parts to ensure that you retain your visitors until they reach the bottom of the page where your CTA is located.
Both features from the SumoMe tool are perfect for tracking the performance of your blog posts and landing pages.
Regarding landing pages, another tool to help you launch highly optimized pages is Unbounce. Aside from its drag and drop feature that lets you create beautiful pages without any design experience, the tool lets you run an A/B testing campaign.
You will have the ability to create multiple versions of the same landing pages that users will be able to visit and browse. Using the data from the A/B testing, you can determine which page has the most conversions or helps you achieve your online goals and apply them on the final version of your landing page.
When shifting your marketing principles to a more data-driven approach, you will find yourself referring to more insights and analytics from your email marketing. Platforms like Aweber, MailChimp, and others have built-in tools to help you gauge the health of your email list, as well as track the click-through rate of your campaigns. Referring to these data more will provide the necessary information you can use to improve the performance of your emails.
Final thoughts: As the dawn of data approaches, more and more webmasters and marketers are finally understanding the importance of analytics as part of their marketing approach, as well as their efforts to spend efficiently. This article hopefully further elucidates that it is through this approach that they can reach their online goals much faster as well.
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