Measure and you will win! Perhaps it is one of the phrases that are more repeated lately in the marketing and sales departments. And it is that web analytics is fundamental in digital marketing as we understand it today. Marketing automation is changing the way companies do business.
The fact that many tasks are done automatically, is saving companies a lot of time. It resources that are allocated in other areas. Sales and marketing ecosystems work by automating processes.Then they include leads in the pipeline, integrating email marketing tools, and using analytics-based technologies. and other strategies for incorporating potential customers into the conversion funnel.
In the past, the analytical side of business had always been the domain of the marketing team. However, with analytics-based sales tools, the gap between analytics and sales with qualified leads is now much smaller. Now it is possible for the sales team to perform many of these tasks themselves.
The sales tools based on analysis allow sellers to filter traffic sources and qualify potential customers in a faster and simpler way. It is much more than just installing the script on the website. Web analytics gives an understanding of the technical aspects of online marketing .
Today, the web analysis tools available provide a qualitative and quantitative measurement of the behavior of the audience that visits our website. This information can be used to promote a personalized user experience and meet user needs and expectations
The role of web analytics in SEO
The number of online businesses continues to increase day by day. The proportion of online transactions of companies is growing exponentially; not just in terms of e-commerce transactions, but also in terms of the number of leads that online channels bring to the table. The first thing people do to find out about a company or a service is to look up the information on the web.
Knowing this trend, it is not only large companies but also small ones who have an online presence. These online businesses compete with each other for the top spots on search engine results (SEO) pages.
SEO web analytics is about understanding the behavior of website visitors: what they are looking for, what they expect, and how they find the information they are looking for.
Understanding the user’s journey through your website gives important insight into how to further improve your site to improve the user experience. Web analytics records every visit to your website and tracks actions. From these records, a quantitative report will be prepared that provides data on the performance of your website.
Even better, Web Analytics can objectively show the return on investment in SEO . Consider a business that is trying to identify which keywords or pages it should target based on user visits.
Here are some ways that web analytics can help
Look at and analyze the pages that receive the most direct traffic from search engines .
Analyze the conversion data of these pages . These are the pages that people are interested in. Therefore, you have to make sure that these pages rank very well.
Look at the internal search data .
These are the keywords that people are using to find information or products within your site. Try to get a good ranking on these keywords.
If you ever run a PPC campaign, look at the keywords that have brought the highest conversion on your website . Focus on these keywords.
If you did an SEO analysis on your website and want to try to find out how it worked, you can see it in the following ways:
The easiest method would be to look at search engine traffic for the past two months and compare that trend with the rest of the traffic.
Look at the search data after targeting .
For example, if you are focusing on the German market, then look at the search traffic trends from Germany.
See how your website traffic has increased .
For example, if you have launched a product and you want visitors to land on this product page, check how search traffic has increased to these inner pages.
Web Analytics helps you gather all this intelligence from your website and provides you with relevant data so you can stop guessing and start making data-driven decisions. Regardless of the nature of your business, there is always the possibility to improve your website.
Web analytics helps companies figure out where to focus to improve the site, and if efforts are yielding desired results. For example, you can do an A / B test to determine if the changes you are making are going to work, that is, you can actually predict the results.
Today’s web analytics has evolved a lot. Here are some of the things that web analytics allows us to do today.
Reporting: Web Analytics reports should be visual and not just give you a data dump for you to analyze. Reports are easier to understand if they include visual representations and that makes business decision making easier.
Some free platforms like Google Optimizer provide the ability to do multivariate A / B testing. Thanks to these tests or multivariate tests we can analyze and predict the results of the optimization of your sites in terms of appearance, content, etc.
Web analytics tools : Google Analytics has completely changed the landscape of web analytics. The proper use of Google Analytics settings by configuring Profiles, Filters, setting Goals, Funnels and custom reporting solutions with Event Tracking, Cross-domain Tracking, etc. helps you make the most of the benefits of Google Analytics. There are also many business tools that offer better targeting and information activities. However, with proper technical support most of the metrics we can derive using Google Analytics.
Key Digital Marketing Analytics Metrics Your Business Should Focus On
When you run a business, you want more leads and higher sales . That’s why your site’s conversion rate is a metric that you can’t ignore. Although this metric is all about performance, it can give you immense clarity on whether your traffic is targeted enough and whether your marketing is helping you get closer to your business goals. Nobody likes not having conversions or having very low conversions because it means that your business is not doing well.
Your conversion rate can be measured by the type of action you want your website visitors to take. If you want a lot of your visitors to fill out your contact form and contact you, then you need to analyze whether your potential customers’ traffic is converting well. If your goal is to get sales for your product, then you should focus on that. The average conversion rate of your website depends on your conversion goal.
Days to sale
While impulse buying is a real thing, it rarely happens online. In other words, when someone visits your website for the first time, they can’t hit the buy button right away. The time interval between your first visit and the day of your purchase can help you understand your users much better. So how do you get access to this information?
Apply segmentation to your main traffic channels to gain clarity on “days to sell” and how it differs from channel to channel. People visit your website from multiple channels, so it’s important to know what kind of traffic each channel is sending you. The higher the quality of the traffic, the fewer the days for sale.
Frequency and timeliness
While it is good to know how much time elapses between a visit and a purchase, it is not enough. You also need to know how often your visitors visit your website.And what percentage of them are loyal to you. Depending on the type of site you run and how often you update it, examining this data can help you greatly improve your site’s performance.
If people are constantly coming back to your website every time you post new content, great. If they only come once and leave never to return, then you need to identify the problem areas. Loyalty is definitely a metric that you should work on to improve if necessary.
You can evaluate how loyal your visitors are by analyzing the frequency and the current report in Google Analytics. To get an exact number, be sure to exclude new users before running this report, as Google Analytics tends to include them by default.