Understanding your website is paramount to business and marketing success. Your website, the online hub of all brand activity, not only effects your brand reputation and stake within the market place, it also offers exciting revenue opportunities, pipeline development and retention benefits. This is the reason web analytics remains a key aim for marketers everywhere, and whether just starting out or well versed in this process, you’ll need to fully master your website before you can maximize your results. Here 5 top tips to help you become a web analytics expert, pushing your data to achieve the best outcome.
1) Get the right web analytics tool(s)
To gain data that offers your business the best chance to improve results, you need to get a tool that meets your business needs and use it for all the right reasons. Ask why you need that specific tool. Does it offer a definitive metric you want; does it increase team efficiency? Whatever the reason, don’t just use a web analytics tool because you want to, or because it seems like a good idea.
Don’t make any hasty decisions when selecting a tool for your business website analysis. Use this free guide to get started, learning about the most popular tools on offer and what problems they can solve for your business.
Using multiple web analytics tools is not uncommon; business can gain a fully rounded view of their website and ensure that result patterns and trends fluctuate equally across multiple tools. This helps businesses discover anomalies within their results, ensuring no hasty decisions are made when results are unexpected. Whatever road you choose to take with web analytics tools, make sure it’s the right one for your business and it can offer improvements to your overall strategy.
2) Know your benchmark
When gathering data and results from your website metrics for analysis, also conduct some research into benchmark norms. What is the expected amount of web traffic for a brand and website your size, what is the expected conversion rate, or visit duration? This gives your team a standardized level to pitch results against, so you can ensure efforts are best spent improving the results that matter.
You may want 1000 visitors a week, and regularly fall short, but if you’re meeting (or overachieving) the benchmark averages for your business/website size, then it’s not as bad as you think. Focus on results pulling a below benchmark number, then once you’ve achieve what’s expected, go on to overachieve and be better. This is a great way to organize and plan targets for the next year; ensuring your website is where it should be, so you can look to gradually improve it until you reach those dream numbers.
3) Ignore vanity metrics
Many businesses measuring their website analytics fall into the trap of becoming bogged down in vanity metrics. This is a value that doesn’t contribute to your goals or needs, so it’s measured purely because you just want to measure it (for vanity).
Whilst it’s easy to think knowing all the numbers makes you better at web analytics, it’s just not the case. Measuring too many number (especially ones that aren’t needed) cloud your vision, making it harder to understand why results aren’t what you wanted. These vanity metrics can result in businesses taking action that is unnecessary or founded upon incorrect readings, having a negative effect and seeing results plummet.
Take time to look at your website goals. Ask what you want to achieve with your website, then plan your metrics around the answer to measure only the numbers that are essential. These numbers can then offer your team useful action points that have a direct effect on your numbers, guiding decisions to continually improve.
4) Have a results strategy
Measuring your website metrics is one step but using the results for improvement is quite another. Before you get carried away gathering your website readings and making reports, ask how you will use this information, and why you’re gathering it at all.
You need a results strategy, an action plan of how you will use the analysis gained to create action points and then implement changes. Look to what power you have; what can you change and control on your website? Are you able to make additions to website content, change layout and investigate back-links? Make sure your strategy reflects the abilities you have to make change, so your team use reports and results to their full advantage.
Ensure you carry this strategy through to completion every time; there’s so much more to web analytics than just monitoring numbers. You need to consistently use these analyses to progress, or else all the ground work is irrelevant, and you’ll just end up with reams of reports that are no longer useful.
5) Know visitor quality
Whilst businesses have varying website goals and focus on differing metrics, understanding your website audience is paramount to true web analytics success. To ensure revenue is generated from website conversions, you need to attract a visitor audience befitting your ideal buyer, with genuine reason to need and purchase your product/solution.
You need an advanced tool, such as Lead Forensics to enlighten your team about the audience your website sees daily and ask if they’re of the quality you need. Is there a chance they could become clients? If not, and your website audience lacks business relevance and quality, more than just your website needs to change.
Look back to referrals and find out what channels direct the wrong sort of traffic to your site, then delve deeper into your marketing strategy better targeting your ideal industries. Only once this is done, will you see the best return on investment possible. Having plenty of website visitors and lots of conversions is a positive concept, but if they’re not right for your business, what’s the point?
With these 5 tips comfortably mastered, you’re on the road to web analytics expertize. Why not let Lead Forensics help you? Our software is used by over 10,000 organizations on a global scale. Gain advanced website analytics whilst identifying the anonymous businesses visiting your website.
Maximize on every website visitor with the provided contact details for business key decision makers, turning your website into the ultimate new business lead generator. Unlock the full power of your website with Lead Forensics- book your free demo today.
Free guide – Discover the most popular tools for web analytics, what they can do for your business and how to get started in minutes. Download The ultimate guide: setting up web analytics tools on your business website for free today!