It is a great sense of accomplishment to know that tons of visitors have found your website. You must be offering interesting unique information about your business, products and services, right? Creating demand for your business's products and services is definitely an important function for any website. However, if you don’t know where your traffic comes from, what is interesting to your visitors, which of your visitors want to have more info and which of your visitors want to buy what you sell, then you are missing out on one of the biggest strengths of digital marketing. Do you know if your website is actually generating new business? Is the cost of doing business online profitable for your company? The answers to these questions can all be "yes" if you are measuring your results with marketing analysis tools. But the bottom line in any business should be that if it doesn’t make dollars, it doesn’t make sense.
Online analysis is an important step for every company doing any form of internet marketing. Why is it important? One key reason is because it can be measured and analyzed with more accuracy than traditional print, radio or television marketing. Taking note of the right measurements over time will provide insight into what is working best, what needs improvement and what should be abandoned. Whether you pay for analytics results or not, reviewing analytics should be done often and consistently.
So what should you be analyzing? At Image-Minded, we suggest starting with your lead and customer conversion rates from all traffic sources including social media, SEO, SEM and email marketing. Next, you should learn to measure the ROI for anything you do online in order to zero in on the marketing that works best for your market. Following ROI, you should be analyzing all traffic sources for engagement to determine what parts of your marketing efforts are popular with your visitors. This will help you determine what your market wants. To further clarify your visitor’s needs, utilize tools like surveys and even focus groups to pinpoint details they want that may be currently missing from your marketing efforts.