Uncover Powerful Website Analytics that Provide Value

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Author: Jamie Lewis

If you’re not tracking your website analytics, it’s time to step it up. Contrary to more traditional marketing channels, your website and web analytics are direct, specific, and measurable. So what exactly is website analytics? A good definition I often use is “The qualitative and quantitative analysis of your website and your competitors’ websites for the continuous optimization of business outcomes for all channels, both online and offline”.

Essentially, you don’t need to use good ol’ faith any longer. Now you can use data to measure the things that drive revenue for your business. The benefits of robust website analytics include an increase in accountability within your organization, finding the best solutions faster, and delivering better business outcomes through enlightened decision making.

Answer the Right Questions

Let’s get started now. To begin, you need to start by tracking the most basic elements of activity on your site. 75% of the data you need is gathered just by placing a JavaScript code into the footer of your website. Simply place the code provided by a free service like Google Analytics or Yahoo Web Analytics or let a tag manager tool do this for you. Keep in mind this is just the start. Website analytics tools typically only help you answer the “What”:

  • What are the top 10 pages visited?
  • What are the top 10 products sold?
  • What are the most popular downloads?

While that’s a great start, to drive real improvement in revenue performance, you must be able to answer “Why”:

  • Why did they go to those 10 pages?
  • Should those have been the top 10 pages?
  • Which ones should have been and why weren’t they?

These questions are crucial to your business and a must-have for every digital marketer out there. To discover the “Why” of your website’s performance, implement these five processes

1. Web Activity Analysis

As we mentioned above, this will tell you what is happening on your website and can be provided to you quite easily through tools such as Google Analytics and Yahoo Web Analytics. The simple act of adding a tag to your website will give you access to a near limitless amount of visitor data. With it, you can better understand things such as what pages are working, what your visitors like and don’t like, where they come from, what time of day they visit, what pages or ads sent them to your site, and on and on and on. This will allow you to form hypotheses and draw conclusions that can shape your testing and web strategy—it’s wonderful!

 2. Conversion Analysis

Now that we understand what happened we also need to know how much and for whom. This is where we tie the web activity to online and offline conversions. We can continue to get all of our online conversion data from Google Analytics Yahoo Web Analytics, but offline data can be a little more of a challenge. A complete marketing automation solution can solve this problem by integrating with different CRMs and rolling the offline conversion data back into your marketing database. However you accomplish this, tie your digital marketing efforts to both the online and offline revenue data.

3. Customer Preference Analysis

You should hear the voice of your customers loud and clear when performing your analysis. In fact, every web marketer should be able to answer three key questions about their visitors. “Why are you here?”, “Did you get what you came for?”, “If not, why?” The answers will provide insights about your customers and your website. You may find out that they are coming to you for things you never dreamed of. Only after you understand their reasons will you be able to better serve them and drive more revenue for your business. Answering these questions is typically accomplished by providing a survey for a small percentage visitors in two formats:

  • Site-level surveys: for measuring session experience. These are done upon entrance or exit and are usually a pop-up. Site-level surveys are very good at understanding macro issuesbig things that might be wrong such as experience, navigation elements, and overall effectiveness of site.
  • Page-level surveys: for measuring micro issues. These are usually part of specific pages and are typically opened with a “plus” sign. In page-level surveys, you gain information about micro conversions, transactional efficiency, and overall experience with individual pages on your website.

4. Experimentation and Testing

This is a key step to understanding your website in terms of what is working and what is not. Only through experimentation and testing can you determine how to improve and optimize your website. Typical types of testing are A/B testing and multivariate testing. A/B testing swaps one page out for another to see which one works better and multivariate testing swaps out one or more components of a page to do the same. This will give your customers a say in how your website will work going forward because the results will be based precisely on their behavior.

5. Competitive Intelligence

Understanding how your competitors are faring in the marketplace will provide bountiful insights for your business because it will provide context to measure your own performance. For example, do you know who their customers are, their demographics, and their lead sources? Do you know how many visitors they are getting, the duration of stay and bounce rate? The ability to understanding your competitors’ performance on the web versus your own is vital to your success in the internet economy. Right now you are probably saying to yourself, “But my competitors won’t give me their data!” You’re right, they won’t, but www.compete.com will. Go check it outmost of this data is available for free.

By tracking these 5 simple metrics, you can execute a true website analysis and provide tangible value to your company, and I’m talking dollars here people.

Have you already uncovered meaningful insights with the metrics above? I’d love to hear what you found in the comments below!

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Uncover Powerful Website Analytics that Provide Value was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Uncover Powerful Website Analytics that Provide Value appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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Tips & Tricks to Leverage the Powerful Combination of Print and Digital

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Author: Amy Guarino

“The reports of my death are greatly exaggerated,” said author Mark Twain.

As the world shifts to become more and more digital, print is often reported to be dead. But, what you may not know is that business printing is a $ 640 billion industry and according to Print Is Big; it’s growing at a rate of 6.8% annually worldwide. That’s billion with a “b”—and it’s huge.

Print is still a powerful channel of communication for companies who want to communicate with their prospects and customers, especially when combined with digital. According to Adam Dost, VP of Strategy and Marketing at Printek, “An integrated strategy will dramatically expand your capabilities to communicate. Integrating print and technology improves targeting, enhances personalization, and increases conversions.” Together, print and digital advertising allow you to reach your customers personally and with a relevant message across every channel. The possibilities are endless.

So how exactly do you take advantage of this powerful combination? I’ll walk you through five ways to leverage the power of print and digital together:

1. Use a postcard campaign as a tagging campaign

Marketers who rely solely on digital advertising can reach a dead-end when they discover they are missing email addresses for some of the contacts in their database. However, with the addition of print, the doors can start opening up again. A great way to build out that contact information can be a postcard campaign that includes a Personal URL (PURL), which directs the person to go and get information that is specifically personalized for them. In the example below, Dairy Queen uses Jodi’s contact information to send her a postcard greeting wishing her a happy birthday, pointing her to a PURL to download some birthday coupons to celebrate her big day. Through the URL, Dairy Queen might ask for her email address in a short form fill-out to close the information gap. 

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Keep in mind that postcards or other print media arrive in hard copy and customers need to manually enter the URL to access your information, so make sure your URL is simple. Don’t make it too complex with strings of random words and numbers. A good example might be: www.CompanyName.com/CustomerName

2. Use your business card to drive social engagement

Despite the rise of social media, business cards remain a standard practice and represent a critical way that people exchange information when they meet face to face. They serve as an essential leave-behind, so use them as an opportunity to promote social interaction. Make sure to include contact information like your Twitter handle and LinkedIn profile URL (which you can customize) to drive people to learn more about you and your business from your digital presence.

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3. Give away hard copies of content

As content marketing has grown, the opportunity to provide hard copy collateral at events reinforces your brand and provides a convenient way for some people to absorb the content. We’ve seen vendors give people the option at events–take home a hard copy or sign up there for soft copy delivery. The key is that you want to make it as convenient as possible for people to consume your content and engage with you and your brand, whether that is through a soft copy to read on their laptop or a hard copy to read on the plane.

4. Send out relevant collateral

There are still times when we want to touch and feel information about a product, whether it is information about the colors available when buying a new car or a glossy brochure about a college that is being considered by student. If you have collateral that is powerful but you want to be sure to direct it to the right people at the right time, Chuck Moorehead, VP of Marketing at Trojan Press, advises to leverage your knowledge of their digital behavior to make that happen.

This digital behavior may include data you’ve collected about the ads they click on, sites they visit, time of day they engage with you, or types of offer they’ve responded to—all of which can help you shape your message, offer, and collateral to be more personal, engaging and relevant. Harry & David turned this digital knowledge into action by personalizing their printed holiday catalogues with their customers’ gift lists, which was automatically compiled based on the gifts their customers previously sent and the people who received them. With this information at their customers’ fingertips, they provided their customers with a seamless experience for the holidays.

Harry and David 1

Harry and David 2

5. Personalize direct mail

There are times that you can incorporate a personalized direct mail piece as a part of your digital campaign. You may identify certain triggers or activity behavior that shows that a person is engaged, but may need that one extra piece of encouragement–a personalized hard copy letter with or without an offer may be just the thing. As Adam Dost of Printek pointed out, an integrated strategy of print and digital is key. His customers found that doing this made a huge impact on increasing their conversions.

Upon setting up a Bluehost web hosting account, this small business owner in Provo, Utah received a direct mail offer from Google for $ 100 in advertising to boost their small business’ search results in Google. With this personalized offer that speaks to the needs of a small business owner, it’s likely this person went on to cash in this voucher.

Google Ad

As our world becomes increasingly digital, face-to-face and print remain great ways to stand out and further develop relationships with your prospects and customers. To stay relevant with today’s every-changing technology, tie together your advertising strategy and integrate it across all channels—from digital to print.

Have you experienced a campaign or can think of a brand that is creating a seamless, holistic experience across print and digital? I’d love to hear about it in the comments section below.

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Tips & Tricks to Leverage the Powerful Combination of Print and Digital was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Tips & Tricks to Leverage the Powerful Combination of Print and Digital appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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