Many marketers have never heard of web analytics, and have no real interest in knowing how many people visit their websites, or what they do on them. However, generating and understanding web analytics reports is key for online marketing management. The main reason why every online marketer should know their way around at least one web analytics package is that they give unique insight into what works with a marketing campaign, and what doesn’t.
Web Analytics help prevent waste
The worst mistake a marketing manager can do is probably running marketing campaigns that don’t produce revenue for the company they are promoting. The ultimate goal of marketing is making money, and knowing what campaigns are or aren’t making money is vital to distribute marketing founds efficiently. And to know how many sales are coming from a particular ad or website it’s necessary to follow the potential client as it visits the target website, and see if that visitor converts into a client.
Web analytics packages such as Google Analytics are easy to install, and allow you to access data on how many visitors coming from a specific source actually finish the purchase process. And for the ones who leave, it allows you to know where are they leaving and maybe find out the reason. Maybe the message in the ad is misaligned with the message on the website causing users to leave, or the audience that is clicking on it just aren’t interested in purchasing and were instead looking only for information. Maybe there’s a problem with a link or issues on the shopping process. But without web analytics the only thing you will know is that a certain amount of people clicked on your ads.
Increasing Click-Through rates by learning about your audience
By carefully analysing the usage patterns of users that come from every marketing campaign, Ad or SEO keyword it’s possible to tailor marketing campaigns to become more effective. At the same time, it allows the person managing the campaign to stop or modify traffic sources with a low or null conversion rates, or at least know that they exist and something needs to be corrected to increase those rates. Many web analytics packages are very user friendly and produce graphics and reports that can be understand for people without a degree in math or a great deal of technical knowledge. A marketing professional can become acquainted with them easily, and improve the results of the marketing campaigns under his or her management increasing its professional value… and having the numbers to prove it.