Strategic marketers are continually collecting data and web analytics on their website, but what do they do with all this information? As a marketer, data gathered online is an invaluable tool and should be used wisely.
1. Measure Offline Data
Offline marketing is often forgotten about when it comes to web analytics, but should be tracked and measured just as online campaigns are. Why? Because in some cases offline marketing campaigns can be vital for explaining certain trends in your web data. For example, if your company released a TV ad that promotes your website. As a result you are likely to have increased traffic during the campaign. Without taking this into account with your analytics, to what would you attribute the increased traffic? It is therefore important to compare the results of your entire marketing strategy.
2. Measure Traffic Sources
How are your visitors finding you? Finding out which sources are driving the most traffic to the website will help you to promptly correct your marketing and advertising strategy, as well as see how well search engines are indexing the content on your site. It willl also be useful in informing you whether your social media campaigns are working and which email campaigns are driving traffic. Within source data you can drill down further to determine which of your calls to action are the most effective.
3. Funnel Analysis and Site Functionality
A traffic funnel shows where visitors are exiting from a site and this is vital to see where customers are leaving your site. It helps you to understand where you might be going wrong and where the opportunities for more conversion lies. It will also uncover functional problems with the site.
4. Use Event Tracking
An event could be anything from a whitepaper download to watching a video to filling out a form. The idea is to get an indication of visitor interest to a specific offering.
5. Measure Conversion Rates
Good content and clear calls to action will help to generate leads, which will hopefully convert. Testing pages or elements on pages will allow you to further analyze where you can make conversions at a higher rate. Keywords should be analyzed to see which are leading to conversions and which are not, so that your site can be optimized correctly.
6. Clarity of Data
The best marketers do not focus solely on one metric. If you have an increase in traffic one week, you need to drill down further into your data to see where this traffic came from and why. Further analysis can reveal that you had a lot of visitors to your blog, and in particular one article. This can help you create similar engaging content next time and hopefully benefit from a similar surge in traffic.
7. Closing the Loop
Closing the loop is all about knowing where to devote more time, energy, and resources. You want to devote your resources to those campaigns which are giving you a good return on investment, and not so much those which are not driving actual customers and business.