“Analytics”- is there a more terrifying, soulless word?
Trawling through statistics may not be everyone’s cup of tea but it is essential for a successful online marketing plan. Businesses who fail to analyse their audiences miss the opportunity to better understand their customers and the market strategies that may or may not be working. Such inefficiency can result in great loss in resources as businesses are essentially ‘cold-calling’ potential customers.
The statistics and techniques that assist in measuring the of efficiency and effectiveness of online marketing strategies are called “metrics“. Seemingly mundane data such as pages per visit, visits per visitor, top pages and and the referring URL can be an invaluable resource for online businesses. With this information businesses can easily identify why customers have visited their site, what content they have looked at, the customer’s satisfaction with the site/ contents and the revenue gained by these customers. Businesses can analyse these metrics and determine whether goals have been met and take corrective action if strategies aren’t working. This enables businesses to more accurately streamline their content, marketing strategies and service to greater appeal to potential and current customers.
Sites such as YouTube and Google Analytics can help marketers track metrics and assist brands to better engage with customers.
So what can these statistics show you?
|Metric:||What it indicates:|
|Pages per visit (PPV)||PPV provides a fairly accurate indicator of customer’s engagement with the site. Calculated by number of page views/ number of visitors. Higher PPV indicates that customer’s enjoy and are interested in the content available.|
|Visits per visitor (VPV)||VPV indicates the number of times a customer will return to a site. Calculated by the number of visits/ number of visitors to the site. VPV may help marketers identify the type of relationship certain customers have with the site.|
|Top pages||Marketers that are aware of what pages are most popular can tailor future content to align with these subjects.|
|Entry and exit pages||Enables marketers to identify the pages in which users entered the site and the pages in which users left the site. Marketers can utilise this data by continuing to generate content similar to the entry pages and work to improve the exit pages.|
|Referring URL||Assists in identifying the sites that linked the business’s site to users. Marketers can therefore identify the sites that attract customers and direct more resources to the sites that generate greater returns.|
Can modern day marketers get by without analysing data about their audiences? Leave a comment!