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Are you using analytics to inform your digital marketing strategies?

…And How You Can Use Them to Boost Sales and Business

Today’s online customers expect instant, personalized engagement and gratification—and who can blame them?

Technology puts limitless information at the tips of our fingers. Customers should be able to get what they want, when they want it, all with the click of a button. But not all customers are alike. The path of actions and behaviours that customers follow isn’t always immediately clear.

Analytics allows for greater insight into the effectiveness of digital marketing strategies and approaches. But knowing where to start with analytics can be a challenge, especially as the data surrounding customer behaviour evolves and changes.

So: how best to start?

Google Analytics

Digital marketers use the insight from this Google platform to gain a better understanding of their target markets. It’s also extremely useful when finding ways to reach that market. Useful data from this platform can be used to improve websites and customize the user experience.

Here are a few things to keep an eye on:

  • Most-Viewed Pages provides an understanding of the content and topics that engage users the most.
  • Most-Exited Pages are the pages where users leave your site. Either the page content wasn’t successfully set up to push conversions, or there are technical problems on the page.
  • Referral Sites are those sites that are sharing your links and sending users your way; remember, bad referrals can be incredibly harmful to your site’s traffic, so keep an eye on referrers.
  • Organic Search Traffic—this data can provide insight into what terms users are searching, allowing you to capture their attention.
  • Top Landing Pages—these pages are the first thing users see when they visit your site. Are they effective at engaging users and possibly leading to conversions?
  • Segmentation allows you to filter user behaviour based on a variety of criteria, such as traffic source, keyword search, and user characteristics.
  • Bounce Rates—figure out which pages are losing visitors. You can improve your on-page content (visual and written) to keep users on your site.
  • Click-Through Rates help you determine which ads to display by measuring click-through rates and user age groups on Google Ads.
  • Page Rankings on SERPs help you find the pages that have low rankings based on keywords, allowing you to improve them to boost rankings.

Using Analytics

As we’ve mentioned, not all customers are the same. Data analytics allows you to use and understand valuable information to help your business better cater to your customers.

In many cases, these improvements focus on enhancing their experiences, which ultimately improves your sales. Analytics also helps you improve what isn’t working on your website and marketing strategy by making sense of customer behaviour.

There is no single combination of metrics you can analyze to better understand your target audience. Instead, digital marketing analytics examines the whole set of data to understand individualized behaviours of various audiences, letting you create successful strategies to meet their needs.

Whether your business is large or small, data analytics let you harness valuable information, putting it to work and allowing you to create compelling and effective digital marketing strategies that boost your business.