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Statistics and data are incredibly powerful tools in any environment. As anyone giving a speech is taught, the inclusion of data and facts is a sure fire way to win over an audience and get them to believe your point of view, and as any computer game fanatic will tell you (or anyone who plays golf) they are incredibly addictive and fascinating to watch and improve. Nowhere is data more important however than in business and specifically online where businesses work based on numbers and statistics gathered from market research, advertising campaigns and other sources in order to learn the habits, likes and behaviours of their audience/customers.
Using Web analytics just to churn out reports for management is like driving a Porsche in bumper-to-bumper traffic. You're not putting the pedal to the metal and using it for all it's worth. If you want to start improving your marketing campaigns, I encourage you to do more than just compile data on the number of visitors and conversions. Instead, think about where those visitors came from, what they actually did on your site and why they did it.
Unless you've been living under the proverbial rock, you're already aware that businesses throughout the United States are facing some tough economic times. Some businesses won't make it through. Other businesses will take a hit but will be able to keep going. So what's the key to helping your business rally through these trying times? Keeping a calm mindset, and figuring out ways to do more with less.
Your Web-analytics solution is likely providing copious detail about customer and prospect behavior, such as number of unique visitors, site-navigation patterns and top entry pages. But are you using it to shed light on how well email-marketing campaigns are performing? For example, do you know how many email visitors reached the cart and then left before completing the purchase? How long email visitors spent on each page? Which pages caused most of them to bail? Which email campaigns have higher conversion rates - even though their open and click-through rates are similar?
Finding success in online marketing really comes down to traffic, and a popular traffic tracking service called Alexa can help you a lot. So what is your website traffic ranking? Alexa can give you a pretty good idea. These ranking are published, and ranked according to popularity. When you get into the lower numbers, the value of a website can be in direct correlation with the Alexa ranking.
Checking bounce rates is similar to x-raying your website. You can learn quite a lot about how healthy your site is and the results can point you to the areas where you need to make improvements. Remember, you are likely to have 5 seconds or less to grab a new visitor's imagination. Are you confident your site is up to the challenge?
Not tracking is like driving blind - you can crash any time because you can't see where you're going. Tracking traffic helps you to know your sources and from there, you'll know how to maximize on them.
