by Dawser Al Hadidi
We all want to form better business decisions and drive more sales, so why aren’t we rolling up our sleeves and digging into web analytics data?
Businesses! Web analytic data is your magic eight ball. This data will tell you how your customers are dealing with your website and where you can improve upon your site and how to get better conversions.
Since you have the web analytics tool, If you don’t have the web analytic tool, Google does, for free! check, Google Analytics. The best way to get started is to define your customer segments and the mindsets of each segment. This can be simply done by pondering the questions:
Are your visitors in search of information, buying a product, comparing prices, or looking for career opportunities? What is it they want from you? The answer to that question is always a good start.
Another way would be to define your content groups:
- What are you saying to your customers? Is it relevant?
- Are you meeting each customer’s mindset expectations?
- And finally, what is it you would ideally like the customer to do?
By defining your conversion path, you have something to measure against.
Gathering this data and using it to optimize your site to reach your objectives, will vastly improve traffic and response to your site and with the aid of the analytics tool you will get tangible and concrete results.
Analysis can be performed in several ways; one is visitor type analysis:
New comer – the unique visitor who has not seen your website before
Return visitor – the visitor who came back for more
Your objective is for the new comer to become a return visitor and for the return visitor to become a retained one. The data coming from the analytics tool will inform you of exactly that. Didn’t I tell you it’s the magic eight ball?
Another way is content type analysis; it looks at how you’re presenting your content:
- Is it structured and aligned with overall site objectives?
- Is it relevant to each customer segment?
- Do you have expired content that doesn’t change, ever?
The data coming in from the user’s interaction with the content groups can help you improve your site’s performance and achieve your business goals.
Of course there are also the analytics that touch upon the technical side; analyzing the interactive parts of you website, your forms for instance, are they too long? Are users abandoning them half way through?
I won’t get too technical here, but there are many ways to analyze user data to get better insights into your site.
The information you get out of the analytics data, can give you the directions to better serve your website visitors. The key point here is not to get too thrilled with the increase in the number of visitors, rather, have a better look at the quality of those visits and then, only then, can you retain those numbers and increase them.