How to use web analytics to improve marketing and sales
We are in an era of online data. Hundreds of millions of data are processed daily so much that it becomes hard to keep up. I never used to like numbers but who would have thought that dealing with online data would be so much fun.
The mere fact that I can keep tabs on what my customers do online and when they visit my online shop or website is like having my favorite ice cream on a very hot sunny day.
So, what is web data or online data?
Web data refers to data or information sourced from the world wide web or internet as a whole.
Online data or web analytics refers to the measurement, collection, analysis, and reporting of web data for purposes of understanding and optimising web data.
How do you collect, analyse and report web data to enhance your business?
Web data can be collected using third-party applications such as Google Analytics, IBM Analytics, and inbuilt data tracking software on websites and social media.
So many websites come with their unique tracking features which are sometimes basic, but still does the job to a good extent while third-party software provides deeper insights into the questions you are seeking answers to.
For instance, when you want to know things like; where are my website visitors coming from? Who are they? Are they males or females, what are their hobbies? What pages on my website interests them the most? Why are the most drawn to those pages? Or you want to know why you are not getting as much traffic as you want? How do you increase traffic to your website or online shop? How do you get people to buy online more? You can get answers to such questions or get insights that would help you create better strategies that would solve these problems with the aid of web data and analytics.
Why it is important
Imagine running a business and not having enough information about your target customers in order to provide tailored services that satisfy their needs and wants. It damn right can be frustrating such that you end up making and providing goods and services that they don't really want or need.
Market or customer research is enhanced and made easier with web data. For instance, you want to find out why a certain product is a best seller and you do a survey asking your customers why they like that product. They give you feedback which you intend to work with. But if you also sell that product online, and it is also a bestseller online, you can get additional insights into why they rush that product. It may be that the product is easy to use, or that the description on the website is easier to understand. Its features might be easy to view and many other reasons which surveys may not reveal. And, don't forget that customers hate filling out questionnaires.
That is just one reason. Other reasons such as just being current with latest trends in your industry and within the target market are enhanced with web data.
You can also build better customer relationships and services with the aid of web data and analytics.
|Credit: Love for Digital|
How to start
First, install a web analytics software or app on your site or application or find the inbuilt one and begin to study it to understand what it means. Now, for someone who has no background or understanding of digital marketing, this data can appear like a pack of jargons at first. Trust me, I know. It seemed so on my first day in digital analytics class. (Lol. This is a topic in my diary of a digital marketing neophyte).
You can get a digital marketer to help with the analysis and interpretation or you can learn it yourself.
The rest is how you become more aware of what happens on your online business site and how to use the pool of information you gather to your advantage.
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