After you decide to develop a company website and implement digital marketing strategies, you need to use analytic tools to measure the success of your hard work. Whenever you hear company owners discussing analytics, they are referring to the term web analytics. You have several options for analyzing your website and digital marketing performance, from using wildly popular Google Analytics to adding Adobe SiteCatalyst to your analytics repertoire.
Our team of digital marketing and web development experts likes to discuss the types of analytics tools you have at your disposal. Here are introductions to five types of web analytics, as well as a brief explanation of split testing.
Website Engagement Analytics
Website engagement analytics answers three important questions:
- Where are your website visitors clicking
- Where are your website visitors staying the longest amount of time
- Are your website visitors capable of easily finding the information they want
Tools called click maps and mouse-move heat maps track how your visitors move around your website. The tools come in handy when you want to detect navigation issues. We help brands use the right website engagement analytic tools for their online business models.
Customer Analytics
One of the first recommendations we offer new clients is to use customer analytics tools that create feedback channels. You cannot fix what you do not know about, and customer analytic tools provide your customers with convenient ways to describe their experience interacting with your company website. You also learn about customer product and service requests that take care of unmet buying needs.
As a popular customer analytics tool, SurveyMonkey offers companies a free way to discover customer concerns and enhance online communication. However, you will need to utilize additional web analytics tools to receive a comprehensive analysis about the performance of your website and digital marketing program.
Funnel Analytics
You have probably heard the digital marketing term called “Funnel.” Funnel analytics is nothing more than determining how your company website attracts visitors. Do your website visitors come through registrations, lead generations, checkout pages, inbound links, or some other traffic source? Although our clients can receive general fundamental funnel data at little or no cost, specialized funnel analytics software helps you improve the understanding of your customer funnel. By analyzing your customer funnel, you can perform tests and make changes to text, forms, buttons, images and a whole lot more.
Lifecycle Analytics
You need to learn the most effective way to communicate with both regular and potential customers. Lifecycle analytics offers the tools you need to collect data on emails, digital newsletters, and in-app messaging. You learn which customers prefer text messages altering them of upcoming sales and which customers prefer seeing what your company is up to on your website.
Marketing Analytics
Nearly every company we have worked with has needed some form of marketing analytics. Marketing analytics take the guesswork out of digital marketing by tracking and comparing the effectiveness of each online marketing program you have implemented. You learn which marketing campaigns attract the customer demographics you want targeted. Your company also receives insight into the most effective marketing approaches.
A Quick Look at Split Testing
Split testing performs controlled experiments that help you learn how to improve website metrics that include clicks, purchases, and form completions. Incoming traffic splits into two different groups, without any of the website members knowing they are part of your split test. Your company compares the results of test A to test B to determine which version of the split test delivered better performance.
Here are some of the best split testing practices:
- Eliminating web pages to minimize distractions
- Focus on call to action pages
- Ensure testing changes remain consistent throughout a visitor’s time on the website
- Place content and images in different spots on each web page
Contact one of our experienced web developers and digital marketers to learn more about how web analytics can help you create a first class company website and powerful digital marketing program.
