Web Analytics won’t give you all the answers

Web Analytics tools like Google Analytics and Adobe Marketing Cloud  are fantastic tools for understanding what your website/app visitors are doing when they get to your site however, measurement and data capture traditionally only starts when they get to your website.

So how can you understand what happens before or after your website?

There are a number of tools that you should consider to get a view of the bigger picture.

Social Media

What posts are you placing and how frequently?  How many ‘Likes’ and ‘Shares’ do you have on these posts and how many people are following you?  Unless you have a click-through to your website, you can’t see in analytics how successful these post are.  I would recommend considering the data in your social media tools (Facebook, LinkedIn, Instagram, Twitter etc) to understand volume of posts along with audience measurement and topic interest; even in its crudest form this will highlight trends that will help your social efficiency and content strategy.

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Top 10 tips when using Web Analytics

Before I give my top 10 tips for making the most out of your web analytics, there are a few questions I want to ask you first.

  • Do you currently have a website?
  • Do you have analytics on your site?
  • Do you look at the reports in your analytics regularly?
  • Do you make any changes either to your website or the way you drive traffic to it as a result of what the reports are telling you?

I have asked these questions in conferences before and generally by question 4, less than 2% of those in room still have their hands up.  Web analytics is yet another thing we need to look at in our busy days.  But its worth spending that bit of time as will no doubt save you time in the long run.  Addressing those issues that have the biggest negative impact on your site first.

I’m now going to give you a quick introduction to the top 10 things I would recommend you doing with your web analytics, I will stay quite general as these things can get quite technical and I don’t want to bore you in the detail this early in the year.

When I talk to people about web analytics, many people still think that I do SEO.  Unfortunately, that isn’t the case.  Web analytics tools should be used by businesses of all sizes and across all sectors to not only perform better but focus their development, marketing and sales efforts.

Top 10 Tips with Web Analytics

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ABC of Analytics

The A, B, C of Google Analytics and metrics available.

  • Are you a business with a website?
  • Do you have useful content or unique products?
  • Is your desired audience attracted to your website?
  • Are you able to hold and convert the potential customers into loyal customers?

Using tools such as Google Analytics will help you not only understand who your audience is, what they are looking for and how often they are engaging with your site, there are host of other metrics that will help you improve your website and overall business performance but first you need to understand what is success for your specific website.

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Act on your business data and outperform your competitors

Businesses who leverage BI (Business Intelligence) outperform their competitors.  It sounds like common sense to me especially when you start to look at performance in more detail:

  • Financial performance is up 1.8X that of competitors
  • Decision making is 5.3X quicker than competitors, and
  • Data Driven Decisions are 1.8X more frequent than competitors

This is according to Digital Marketing Depot and IDG 2016 Data & Analytics Research.

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4 in 10 searches are on a smartphone

Understanding where the traffic comes from to your website is vital, that’s obvious….Right?  If you understand not only where the traffic came from but what devices your potential customers are using, it will help you further optimise your website, ensuring it is mobile responsive and that you are being found.
The proliferation of devices has changed the way people interact with the world around them, making it critical to provide the same experience across screens.

Device usage

There is no doubt that we are in a mobile-first world, people expect answers at their fingertips, wherever they are.  1 in 5 people use another device while concurrently using a computer.

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Web Analytics is about MUCH more than SEO

Since working in the world of web analytics, I have come across a common misconception about what web analytics is.  When you talk about improving performance and conversion of websites, in many instances the first comment is “So you do SEO”.  Many simply think optimising a website is SEO purely because of the word ‘optimisation’. Continue reading “Web Analytics is about MUCH more than SEO”