A great deal of inbound marketing depends largely on the ability to use website analytics. Most website owners understand the value of analytics but many fail to use the data as a source for managing their inbound marketing campaigns. According to emarketer.com, 26% of U.S. based marketers indicated they were “flying blind” in terms of their confidence level and measuring marketing efforts. We often encounter questions regarding the use of analytics. How can it benefit my campaign? What type of insight does it provide? How can I use this insight to improve online my marketing success? The answers to these questions are far from simple. However, we can explore the fundamental concepts related to the use of website analytics and marketing success.
Use Website Analytics as Insight to Improve Online Marketing Success
Measuring traffic is key because it helps us gauge a website’s current reach and exposure level. At this point companies should, at minimum, explore basic queries such as; how much traffic are we getting, where are we getting it from, who is visiting, and why are they interested? Asking these questions provide a framework for an in-depth analysis.
Determining the Amount of Traffic
Before you begin delving deep into complex SEO and content creation theories the very first step should be to determine whether or not your site is receiving the expected traffic your company requires. If the current traffic does not meet expectations, begin using traffic analytics to determine core traffic generation problems. For example, evaluate the structural design of your website. Is it connected to your blog? Do you need to increase content? Are you researching keywords properly? Have you submitted your website and sitemap to Google? Are you incorporating any social media traffic strategies? Are you spending enough on PPC? Fixing the root causes of your website traffic shortfalls is always better to complete at the onset of site development to ensure your campaigns have a strong foundation.
Determining The Source of Traffic
After you’ve creating a solid website foundation you can begin using website analytics to determine exactly what source of traffic yields the most results. In this sense you are analyzing what are called referral sources. Some examples of referral sources include search engine optimization (e.g. Keywords), Social Media (e.g. Facebook), Cost Per Acquisition (e.g. CPA networks), and Cost Per Impression (e.g. Facebook Advertising). Once you get a general idea of your traffic sources you can begin to capitalize on the most responsive sources. For example, if CPA networks are generating a larger ROI than social media marketing logically you would dedicate a larger portion on your budget to CPA networks than social media marketing. Remember, you can also expand the analytics to subcategories. For example, Twitter is more responsive than Facebook or ‘X’ CPA Network is more responsive than ‘Y’ CPA network.
Traffic Population Profile
You can also use website analytics to gain insight on your population segment. There are analytics available that can help determine the geo-location of your visitors; the average age, gender, income, and education of your traffic pools. You can use this insight to create offers that are more compelling to your website’s largest traffic segment. You will also be able to filter the segments that are moderate, semi-moderate, and unresponsive. This insight is extremely valuable not only for inbound marketing but all aspects of your company, including any offline initiatives.
Honing in on Traffic trends and Action Sequences
Using website statistics allows you to measure spikes and declines in traffic. For example, traffic spikes may be a result of an indirect action like a product launch, controversial press, media releases, or awards and recognitions. Comparing peak points to the company timeline will help you to identify indirect activities that have a direct impact on website traffic. Trends can appear in multiple forms: high traffic periods, low traffic periods, increased social media rates, @mentions, increased subscriber rates, or an increase in product sales. For example, if you own an e-commerce website that saw a spike in revenues on November 28, 2011 you may have experienced the traffic and purchases as a result of Cyber Monday. According to NASDAQ: SCORE, 10 million buyers made an online purchase on Cyber Monday. Indirect events like holidays, Black Friday, and Cyber Monday may have a direct effect of traffic generation.
You should also be able to identify action sequences that enhance your website’s online marketing success. For example, when you segment compelling offers you should be able to determine what offers are in the high demand, stagnant, or unresponsive.
Value of Website Analytics
I’m sure you understand by now that building a highly trafficked website is a extremely detailed and intensive process. Professional agencies are a great resource for website analytics because they have manpower, expertise, analytical knowledge, and the tools necessary to get the job done both properly and efficiently. If you need us, ask us anything: we are here to help!
If improving your marketing success is something that you are interested in but don’t know how to get started, contact us today to schedule your free marketing analysis.