“Analytics” may sound like a dry topic, but it’s one we’re pretty excited about here at Takeover Digital. Web analytics allow you to track everything that’s happening on your website and in your ad campaigns- and without this crucial data, you’re flying blind.
Website analytics refers to installing a piece of code on your website that lets you track and measure everything that’s happening on your site.
Here are just a few of the things web analytics data can tell you:
Who’s visiting your site?
- How many people visit your site every day/every month?
- What’s the geographic location of your visitors?
- Where is your website traffic coming from (Google, social channels, referrals, etc)?
Are your site visitors having a quality experience?
- How long do visitors spend on your site?
- Which pages are most popular? Which pages are totally ignored?
- What “path” do visitors take through your website?
Is your website helping your business to grow and make money?
- How many visitors make a purchase?
- Sign up for your newsletter?
- Call or email from your contact page?
- Take any other valuable action such as watching a video or downloading an article?
Analytics can deliver all of these insights and more. But these insights are just a starting point to increasing leads & sales.
It’s when we take the goldmine of insights from web analytics and turn it into strategic action that marketing breakthroughs happen.
Today I’m going to share 3 examples of how we turn analytics data into strategic (and profitable) actions for our clients.
1. Use Web Analytics To Uncover Hidden Gems On Your Website
A lot of folks assume that their home page is the most popular page on their website, or the main “doorway” that most visitors use to enter their site. However, this isn’t always the case.
For one of our clients, when we installed website analytics on their e-commerce site, we discovered that one of their blog articles had become wildly popular (without them knowing) and was delivering hundreds of visitors a month to their website!
Their blog post was what I like to call a “Hidden Gem,” an undiscovered doorway into their website that was delivering a constant stream of new, free traffic. Now that analytics had revealed this “hidden gem,” we could begin to make the most of this opportunity:
- We embedded a newsletter sign up into the blog margin so that happy readers could get new posts delivered to their inbox (and our clients could grow their email list).
- We linked directly to the products mentioned in the blog article, so readers could jump straight to product pages to make a purchase (turning readers into buyers)
- We added “related articles” at the bottom of the post to keep visitors on site and engaged for longer
Using the insights gleaned from analytics data, we were able to turn this hidden gem into a profitable page on their website. Now, this page not only delivers free traffic, it guides visitors to valuable actions for the business: newsletter sign ups and product purchases.
2. Use Web Analytics To Validate or Overturn Your Hunches
In May 2015, Google made a ground-breaking announcement: More than half of all Google searches were now being done on mobile. Most business owners were taken by surprise with this stat (and many still are!).
At the time, I was working on an Adwords account that was only running ads for desktop users, and ignoring mobile completely. The business owner’s hunch was that mobile wasn’t a place for doing “serious,” profitable business, and that customers weren’t using mobile to make big purchases.
Well, hunches for what works online sometimes lag behind reality- and analytics data can help reveal the truth. Analytics has the awesome power to confirm our “gut feelings” or blow them completely out of the water. When we examined their web analytics, we discovered that nearly half of all visits to their site were happening on mobile, and– an even greater discovery- about a third of all purchases were being made on mobile phones!
Needless to say, this was all the proof we needed to launch a mobile-optimized Google Adwords campaign- which we did, and watched conversion rates and sales soar. In this case, and in many others, web analytics helps us to grow profits by showing us exactly what customers are doing, so that we can tailor our advertising to the audience.
3. Use Web Analytics to “Show You The Money”
Which pages on your site lead to the most sales? Which visitors spend the most money? If you have multiple offers on your site, which one garners the most responses? Which ads lead to the most phone calls or email sign ups?
Analytics reveals exactly where the money is coming in from your ad campaigns and on your website. This information is crucial for reducing ad spend waste.
One of the main ways we use analytics to help our clients get the most out of their ad spend is by accurately tracking and measuring which campaigns and ads lead to the most profits (ROI). These insights show us exactly where to invest ad spend for the best return, so that our clients spend smart on what’s working and get the most for their advertising dollar.
These examples are just the tip of the iceberg for how analytics can empower you to continually improve and sharpen your online efforts. Here at Takeover Digital, we’re pretty wild about analytics and love mining data for actionable, profitable insights. You can find out more about our analytics services here; or contact us today to find out how we can put the power of analytics to work for your business.