In these tight financial times it is critical that marketing professionals maximize the targeting tools available to them. One of the most underutilized tools is your website. Your website is more than an online brochure. It is capable of giving you incredible insights into your existing and potential clients.
For eons business owners have understood the importance of knowing the type of customers that walk into their business store fronts. It is even more important today to have the ability to analyze those who explore your digital presence. The terms Business Intelligence and Data Science may sound foreboding but there are several tools that simplify data gathering and analysis. The insights you gain can influence decisions and impact your earning potential. A few tweaks to your website may cause your conversion rates to soar.
“It is even more important today to have the ability to analyze those who explore your digital presence.”
Below are four things that could be taken for granted in the absence of data:
International interest:
Unbeknownst to you, your product or service may currently be getting a lot of interest from regional or international countries. This is precious data especially during a recession. With this information you can target your advertising to specific cities/countries and optimize your marketing spend and open up opportunities.
My website works:
You may be thinking that “I’ve just revamped my website and it looks really nice. The General Manager, President and Marketing Manager are really happy with it.” While it is very important that key stakeholders within your organisation are happy with your web presence, are your customers using it to its full potential? Without analytical data it is difficult to tell. Maybe you are already getting a good amount of business via your website. However, analyzing your visitors’ behavioural stats may make it possible for you to earn even more.
People enter my website via the home page:
A lot of time and resources are spent revamping/redesigning the home page of websites while paying little attention to subsequent pages. It is important to find out which pages or blogs are the most used entry points to your website and optimize accordingly. It often is not the home page.
Mobile visitors:
Although the facts about mobile phone penetration are well known, I am always amazed by mobile-device website stats. I recently examined the device visitor details of one website and saw that more than 85% of visitors were using mobile phones to access the website. Not 50% or 75% but 85%. Only 5% were using tablet devices and the rest were laptop/desktop computers. Previously the website owner spent a lot of time optimizing the desktop/tablet version of the website. Clearly the focus needs to be shifted immediately. Although the website is already responsive the thought process was desktop first and mobile second when it really should have been the reverse. Forms would therefore have to be redesigned, text would have to be edited and graphics optimized etc. to cater primarily to a mobile audience.
There are many intelligence tools that could be employed to give you great insights but Google Analytics is by far the most popular and not very difficult to install. I would be happy to help you install and provide you with some key insights that could help expand your company’s earning potential. Feel free to contact me at 1-868-468-4794 or email at info@onverlewis.com or visit https://www.onverlewis.com.