You might pay more for some analytics platforms than it is worth for your data since they are not all created equal. There are several free options available, such as Google Analytics and Yahoo Analytics, as well as smaller companies such as GoingUp Web Statistics and Grape Web Statistics, which will help a website owner to see what their visitors do on their website. Paying for a software solution might be a better option if you are expecting more traffic on your website, or if you want to be more specific with your data collection. Many options are available that range from $5/month up to thousands per month, depending on your marketing research budget. While the cheaper options are more user friendly for basic analytics purposes, each analytics tool requires varying levels of expertise. Customer analytics can give you a lot of insight into your business’s customers. Through data collected about consumer activity on your site, you can learn about their interests, wants, or needs, as well as product pairings. In order to determine where your company should focus its efforts, an analysis of the data that comes in from your website can help. With analytics, you can determine what people are looking for on your website based on page views, page navigation, and conversions. Your web analytics may indicate that a certain product’s message needs to be improved, for example, if a significant number of clicks are occurring on that product’s page but no conversion rates are high. Take note of the differences between similar products if they are not getting clicked on. Besides helping with your marketing strategies, the data you collect from your website can also help you with sales and product messaging. A better understanding of your data allows you to plan and forecast better for the next quarter. You might want to consider launching a new marketing campaign or releasing a new product if there is an increase in web activity in one quarter.
Ensure that you announce your business during times when consumers are online. In comparison, unexpected anomalies can be puzzling and may require further investigation, while spikes may indicate that something you recently launched is doing well. Monitor your website activity regularly, whether it’s on a monthly basis or biweekly, to stay on top of your website data. Analyzing your website’s pages provides information about how it performs. The number of clicks or action on a page might be higher in one section of the page. In this section, where most visitors are likely to see your key product/service, you can improve your website engagement. It is possible, for example, that your website has a form, but the amount of forms being filled out does not correspond to the amount of traffic your site receives. The traffic to the other sections near the form should be analyzed. A comparison of trends between this section and another section of your site is useful. If you want to capture conversions from web form fill outs, and trends are the same, then positioning the form on the page is not ideal. Take note of any differences in trends. Reassess whether the web form is necessary or if there is an alternative way to collect the information you need if the sections near the web form are getting lots of action but your web forms haven’t. You can better gauge your goals using web analytics, one of the most powerful forces it can have on your website and marketing. In terms of how much traffic your website receives, are your business’s goals realistic? Can you increase your traffic and goals if you don’t utilize them? You can gain insights into user participation in your marketing activities by integrating web analytics into your marketing strategy and goals. To understand your customer base and web visitors, choose a web analytics platform that works for you and your website. Track the performance of marketing campaigns and look for trends that indicate the right time to launch a new product or service. Make your website more efficient by using your analytics. Utilize your web analytics to evaluate performance and increase productivity based on this new information about your company.