How to find powerful data and make use of it
A big part of the value of digital marketing, when compared to traditional marketing, is the ability to learn where prospects are coming from, how long you are holding their interest, and what in particular they are responding to.
This data, gleaned through widely available and mostly free analytics software, is invaluable to measuring the success of marketing campaigns.
Let’s walk through what you can learn from analytics reports and how you can use the data to improve your marketing plan.
Data and Timing
There are a variety of quantifying elements in a website analytics report - things like number of site visits, number of page views, average time on site, and page views per visit. These are valuable statistics that give you a feel for the overall performance of your website.
The data takes on greater significance when you cross-reference it with different timeframes. You can learn, for example, which days of the week and which hours of each day are your strongest. This opens up myriad comparison possibilities, including day-of-week comparisons and month-over-month comparisons.
Once you know which timeframes are performing best, you can dial in on when your target audience is most active on the web. Perhaps it’s a month of the year or a time of day. Whatever the case, this information will help you optimize the timing of things like blog publishing and social media posting.
How are your visitors getting to your site?
Another valuable insight website analytics provide is information about how your visitors found you. Typically, a small percentage of visitors type your URL directly into their web browser.
Most visitors are referred from other sites, have found you through an online search engine, or have clicked through from the content and advertisements you are publishing.
Using UTM codes takes your analytics to another level of specificity. Planting UTM codes in the URLs you publish gives analytics software more information to work with and increases the precision of your reports. This allows you to really pinpoint the performance of each element of your digital marketing campaign.
This data will help you evaluate your assumptions about where your target audience is on the web and what they respond to.
Google analytics is the standard traditional analytics software. It’s free and easily installed on any website through the copy and pasting of a provided code.
There are also non-traditional options to consider that take a visual approach to tracking site visitors. Hotjar and Mouseflow will record a visitor’s movements on your site and replay them on demand. They track clicks, mouse movements, scrolling activity, and form filling. They also display user activity in colored “heatmaps” that show how much activity each element of your website gets.
Seeing the way users interact with your site visually is powerful. It might surprise you and spur you to re-word or redesign elements of your site for better performance.
Digital marketing data is plentiful and a key part of what makes digital marketing effective. Use it to better understand your target audience and optimize your efforts.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company that specializes in building beautiful, optimized and mobile responsive websites. We also deliver marketing strategy, including inbound marketing and social media marketing, to clients throughout Vermont and the United States.