Recently, I had the opportunity to meet with a couple of local business owners. In discussing their needs about doing business online, most were not effectively using their website analytics. In some cases, they were aware, but not sure of how to apply the data. That’s a shame because a website can be the best tool for building a thriving business.
When it comes to websites, getting one is pretty easy. There are plenty of options, both paid and free. Wordpress, Wix and SquareSpace exist alongside BannerOS in a field crowded with a variety of platforms. I suppose a business owner could become overwhelmed by the choices available. This is where methodically managing analytics plays a role in decisions made in the development of a website.
Art vs. Science
Let’s take a brief look at the evolution of the website. In the beginning, a site was mostly text, due to limited bandwidth. The images, if used, were of low quality. As technology evolved, we got animated gifs and flashing text that led to some of the ugliest sites ever. As bandwidth and monitor pixels increased, we got some of the most beautiful and interactive websites ever. Then something interesting happened; mobile.
With mobile, the Internet got more intimate. It was portable and personable. As a user, we had as much control as the presenter. Unfortunately, those beautiful websites lost some of their luster on such a tiny device as a smartphone. People now wanted information and interactivity… quickly.
Flash forward to today. A website is now the centerpiece surrounded by apps, social media, blogging, texting, video and other digital media yet to come. How is a business owner supposed to keep track of an ever expanding landscape?
The Right Kind of Profiling
Most business owners don’t have time to monitor online campaign performances, but should possess a basic understanding of KPI’s (Key Performance Indicators) involved. Every platform will be slightly different in presentation, but the crucial data will still be there. Most programs start with a Dashboard, a page where all the most important information is presented in an overview. From that page, you can click on the individual stats for more in-depth data.
In addition to more in-depth targeting, segmenting visits can also help pinpoint areas of concern. For example, by creating a segment that shows data for mobile visitors in the US that visited from Google searching the term “blue widgets” can showcase whether those visitors are actively engaged on site. If the Bounce Rate (percentage of visitors that leave after visiting one page) of that targeted demographic is high, then a problem exists and needs to be corrected.
Programs that automate the process of creating visitor profiles, like BannerOS, offer the quickest way of determining what’s working (or not). Visitor profiles are created by the actions performed and the information (willingly) provided by the visitor. The data is accumulated from pages visited, newsletters subscribed to, documents downloaded, chats sessions initiated and products purchased online. The data can then be analyzed for any reoccurring patterns, visiting habits, communication and purchasing preferences.
For example, analysis can reveal low performing keywords. Once revealed, those keywords can be eliminated from any pay-per-click campaign and replaced with a better election of higher performing keywords. In another scenario, blogging has become a cornerstone in any online marketing campaign. Imagine saving time on writing articles for your content marketing initiatives. Because you were able to determine which articles were the most popular, you were able to concentrate your writing in that area. Lastly, A/B testing is a crucial tactic in marketing. By creating multiple versions of a website landing page, you’ll be able to test and determine which version produces the most favorable result.
A Method Made for Marketing
Of course, data accumulation is but one step in an ongoing process. In addition to data accumulation and analysis, implementing a method of building and optimizing for traffic is another important step of the process. Both onsite and offsite optimization is necessary in building a solid foundation for website promotion. There are quite a few excellent resources available online that provide help in this area. BannerView.com offers its own systematical approach in The BannerMethod.
The BannerMethod provides a step-by-step process for each of six crucial promotional channels used by many of the industry’s marketing experts:
By combining the right mixture of website design and promotional methods with the analysis and application of data from your analytics program, your website becomes a powerful contributor to the success of your online business.
Are you ready to begin building a strong online presence for your business or organization? If you are, purchase The BannerMethod, the most easy-to-follow plan for strategic online marketing implementation.
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