Analytics, the Hero of Efficiency
A core part of any businesses is measuring progress. Metrics like revenue, work, and customers are all necessary to understand where your business is and plan for where it is going. A business’s digital infrastructure deserves the same kind of attention. Fantastic, you have a beautiful website that showcases your business, it has great traffic, and you might even driving more through an effective marketing funnel. All that work is only useful if it can be compared and contextualized with the total data of the business. That is where analytics comes in. With some great free software options and a bit of set up, you will gain an invaluable overview of your website’s data. Some companies like Spotify have comprehensive web analytics built into their ecommerce software. Analytics can easily compile all your business’s data into simple dashboards, saving time and allowing for easy analysis. With proper analytics a business can better understand past trends and create data driven plans for the future.
The Window to User Behavior
One of the most important metrics analytics provides is user behavior. Visitors come from a variety of sources, most commonly a direct search or a term that corresponds with that business. This insight can show how easy your business is to find on a search engine. In other instances, visitors might be directed to your website by your social media presence or a partnered website. If you are buying ads, users might be pushed to your business through a marketing funnel. It is necessary to understand the winding paths visitors take before they land on your site if you want to successfully net them as a customer. Analytics provides other user information such as the kind of device visitors are using when they reach you. How these potential customers interact on your platform can indicate how your mobile or desktop website might be tweaked to increase ease of use and conversions. Perhaps the most useful user metric is site mapping, which displays how visitors are navigating through your website. This can track bounce rate, which is how many people are landing and immediately leaving your website. It also shows what pages visitors are navigating to first, and where they are leaving. A clear picture of how users interact with your content allows businesses to make efficient changes that increase retention. It is impossible to determine where a website and business can be improved without first recognizing how potential customers are interacting with your content. These metrics open a world of optimization that are invaluable for increasing customers and revenue.
From Analytics to Split Testing
Once analytics have been configured for a business, goals can be set. To reach them, optimization is key. One of the most basic and effective tests that requires analytics is an A/B test or a split test. Industry leader Optimizely says, “AB testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.” It allows a business to put a magnifying glass over a specific aspect or metric and improve it based on the data. Everything from page layout and color scheme to content and site navigation can be tested in this way. Testing creates an optimized user experience, driving greater traffic and sales.
One of the easiest ways to implement analytics and optimization to your website are the Google Web tools. This is a free software suit that works seamlessly with existing websites and integrates intuitively with the other tools. Google only asks that they be allowed to use your anonymous web data to contribute to their greater internet project. Google Analytics is the industry standard for free analytics software. It is a powerful and user-friendly, made more so by Google’s analytics academy and endless 3rd party support. Google Optimize and Google Tags are both great complementary software, making tasks like split testing simple and allows for easy data transfer to Google Analytics. An additional benefit of the broad use of Google Analytics’ is much of the exiting website and ecommerce software have built in interface options with Google.
The web analytics market has taken great care to make their software as easy and accessible as possible. However, many companies might not have the time, manpower, or technical ability to implement these crucial improvements. Luckily, there are many companies that can create, implement, and maintain all these analytics essentials. CopiedCode offers complete website designs, hosting, content creation, and analytics. Learn about other digital tools your company needs for success here.