Web Analytics Tools
Without Web Analytic Tools, You Can’t See Your Audience
Every business owner knows you need to understand your target audience to increase sales. In the online landscape, marketers are often blind-sighted to the needs and behaviours of their customers.
Before you build a strong online presence, you need access to valuable web analytics that delivers data you can use to your advantage.
Web analytics tools are key to improving exposure, growth and survival of today’s businesses. With analytics tools, you can collect, process and analyse online data that gives you the ability to make well-informed decisions.
If you’ve already dipped your toe into the free Google Analytics tool and the social media insights you receive every month, you will already have an appreciation of how useful analytics tools can be.
You will also appreciate how these free analytics tools have limitations. In all honesty, the data you don’t get is the difference between compiling a killer marketing strategy or embarking on campaigns that eventually kill you.
Every successful business in the online space has gathered insightful data that provides valuable information about its customers, website performance, marketing campaigns, competitors, trends and more.
Using Google’s basic web analytics tool is all well and good. But if you really want to take advantage of website data, you need to invest in analytics tools that enable you to deep dive into relevant data and come back to the surface with a fistful of pearls.
Website Analytics Tools
The point of utilising web analytic tools is to increase conversions. Free tools generally inform you how poorly your website is performing.
With insightful data to hand, you can make informed decisions that make your marketing campaigns more effective, fix weaknesses in your website, understand your audience and boost sales.
There are literally scores of web analytic tools on the market that will help you achieve all these goals. The problem for you right now is knowing which one will benefit your business the most.
We’re not going to recommend one web analytic tools over another. What we can do is explain how web analytical tools can help you invest your time and money more effectively.
With this knowledge in mind, you are better placed to decide which web analytics tool is best for you.
What Are The Most Important Analytics
Measure Traffic – you need to be able to accurately track how organic and paid traffic is developing in real-time, where visitors are coming from, which pages they are visiting and how long they staying.
Highlight User Behaviour – a heat map enables you to see precisely where your visitors are clicking on every page and how they navigate your website.
Track and Optimise Marketing Campaigns – identify high returning campaigns and cancel low-yield campaigns.
Find Your Target Audience – discovering where your target audience is and what they need will enable you to curate content that delivers a positive feeling and improves the profitability of marketing campaigns.
Improve Performance of your Website – pinpoint the areas on your website that is harming your conversion rate, improve CTAs, simplify the purchasing path and more.
Assess Landing Pages – determine which content is capturing traffic, driving traffic and promoting the most sales.
Track Relevant Goals – by identifying specific goals to track you are in a stronger position to react faster and accurately to data.
Social Media Analytic Tools
The free analytical tools offered by social media platforms offer some useful insights. At the very least, they give you a rough idea of how your audience is responding to and engaging with your content.
You will also see from Google Analytics or other web analytics tool which social media platforms are driving the most referrals.
In all honesty, the metrics offered by social networks is pretty useful. You can use the data to measure growth, determine brand awareness, engagement and impressions.
Paid social media analytics, on the other hand, provide additional tools that are equally valuable. As a matter of fact, for some brands, they are essential.
Most social media tools specialise in social listening and collecting intelligence on consumer behaviour and emerging trends.
The ability to monitor conversations give you real-time insights that enable you to manage brand reputation, take advantage of market opportunities, monitor competitor activity and measure sentiment and influencer scores.
You don’t need me to tell you how this data is far more advantageous to your marketing efforts than how many likes your latest post received.
And you know how social media users like to talk!
App Analytics Tools
Now the majority of consumers are accessing the internet via a smartphone, analytics for mobile apps should be a core part of your marketing strategy.
Having gone to the expense of building a mobile app, it makes sense to invest in mobile app analytics tools that help you earn more revenue. And if you’re honest with yourself, anticipating the performance of a mobile app without relevant data is virtually impossible.
Effective data management allows you to make data-driven decisions that markedly improve the efficiency of your app marketing efforts. The key metrics to consider are:
Acquisition – identify which channels your users are finding your app to improve underperforming referral sites.
Behaviour – measure how many access your app after downloading it and how they use it. If people only use it a few times, you can work out why.
Retention – access valuable insights into how regular users of your app are most interested in.
Shares – discover if people are sharing your app on social platforms.
Revenue – one of the most important mobile app analytics reveals how many people are making in-app purchases versus how many people use the free section of your app.
Know Thy Audience
Good data is good for business. Unless you understand who your audience is, what they need and what they expect from your brand, you cannot realistically expect to be successful online.
Effective digital marketing relies heavily on data. Therefore, web analytics that track your performance across all touchpoints and help you understand your audience should be the main driving force behind your online marketing efforts.
Now you know what to look for from a web analytics tool, finding the right software for your business should be less painstaking.