A decade ago, successfully managing a digital business endeavor was no easy task. We’ve known for some time that web analytics are critical to track. However, not every SMB had the budget to hire a highly trained website developer.
Today, however, thanks to newer website analytic tools, conducting successful digital business campaigns has never been easier to accomplish. Need convincing? Pause briefly to consider what’s at stake as you market your business site.
1. You need to know your audience.
It can be immensely difficult to navigate finding your audience online when there are so many avenues to find them.
Even if you already have outlined your niche audience — let’s say it’s female millennials — figuring out which ways they most often consume content or where they spend most of their time online can be daunting.
This is precisely where web analytics are critical! Now, with the most basic of website analysis tools, you can find this out incredibly quickly and easily.
For example, let’s say you have accounts spread across multiple social media platforms for your brand. Consequently, you can look at your analytics to see which platforms are getting the most visits from your specific demographic — in this case, 24-35 females.
Most social media platforms today break down a complete report of your followers. This allows you to see which genders, age groups, and regional categories of people are following and engaging with your content.
By comparing this information across your various platforms, you can better narrow down which platform is the most effective at reaching your specific audience. This allows you to focus more time and energy where it will be seen most by the desired groups.
2. You can avoid wasting time and resources.
Similar to allowing you to focus on the right channels where your messages will be seen by the right people, website analytics tell you exactly which types of content your audience wants to see.
Using website analytics, you can view each of your individual posts, links, stories, etc. Within each piece of content, you can view everything from how users accessed it — clicking a link from your bio, clicking on a hashtag, clicking on a sound you used in your video, etc. — to which types of posts had the highest engagement. Decision-makers can also view most shares, most comments, most likes, etc.
Armed with this data, you can eliminate content that is getting little to no user engagement and vice versa. Web analytics are critical for helping you avoid chasing your tail.
3. Your business can utilize eCommerce metrics to increase sales.
With user-friendly analytics tools such as Google Analytics and MonsterInsights, for example, you can track your eCommerce efforts better than ever.
These tools provide companies with a simple way to stay organized and up to date on your online sales. You now have clear reports on revenues and sales averages. With them, you can better track your profits in order to be as successful as possible.
If you are consistently viewing these analytics, you are more likely to notice any issues or problems. This allows you to be the best business manager for your company you can be. And you do this without getting caught up in the complexities.
Additionally, you can see which routes most users are taking to access your eventual “purchase” button. This insight allows you to capitalize and increase efforts on certain routes. These might call out email marketing links as fruitful and eliminate less effective ones, perhaps direct mail.
4. Increasing search engine optimization (SEO) increases visits.
Ranking as high as possible on search engine results pages (SERPs) is one of the most-hoped-for goals for a marketer today. The best way to rank higher, of course, is to increase your SEO efforts.
SEO involves everything from keyword searches to conversion rates and beyond. SEO can be complex. However, with website analytics tools, you can easily access some information to help you with your optimization.
For example, you can figure out the most common words users are searching to find products related to yours. After that, you can better cater your headlines or links to include those search words. Developers created newer website analytic tools specifically with a focus on SEO. SEMRush, for instance, is one tool with that capacity.
Essentially, successful digital businesses cannot exist without intensive website analytical research. Success and website analytics go hand-in-hand. In order to stay ahead of the competition, it’s never been more crucial for marketers to utilize the many analytics tools available.