Data-driven campaigns skyrocket sales, invite more customers, and improve business growth.
And on top of that, it helps marketers create awesome campaigns.
Web analytics gives you an in-depth look at your site’s performance and how visitors respond to it. Are they reading your content? Which pages do they frequently visit?
These factors help solve your problems with traffic, engagement, and more importantly, conversions.
Leverage these data to create more creative marketing campaigns.
Here are four ways you can harness the power of data analytics.
The first step in creating a data-driven campaign is by having the marketing and analytics team collaborate from the start. When managed right, collaborations generate better ideas, communication and project outcomes.
Also, it helps get things done—fast.
Together, both teams can identify trends, spot unexpected correlations, and discover new data.
And along the way, they get the chance to share and marry their separate views on their customers and target audience.
Business tycoon Steve Jobs once shared his thoughts on the value of customer experience;
"You've got to start with the customer experience and work backwards to the technology—not the other way around."
Paying attention to how your customers respond to our online presence helps you improve or modify your product or service.
Analysing data doesn't only allow you to identify who your customers are but also know who they are. You’ll be surprised at how much you’ll know about your audience through their activity on your website.
Have a look at Spotify.
When a user listens to one rock band for a month, Spotify's algorithm automatically suggests similar groups he might want to hear. These suggestions are visible on the app's Uniquely Yours, Made for You, and Discover Weekly platforms.
When you get an in-depth understanding of your customers, creating engaging and efficient marketing campaigns becomes easier.
As you study your customers' behaviour on your site, you'll find the pages that perform well—and the ones that need optimisation.
Analytics reports often rank your web pages based on popularity. This shows that some that aren’t getting as much attention or engagement as the others. These report gives us answers to the following questions:
Which pages cause visitors to leave my site?
What pages aren’t getting enough visits?
How many times do my customers visit a particular page?
How long do they stay on a certain page?
Several factors affect a customer's behaviour on a page, such as the content and page layout.
For example, you discover that customers are significantly spending less time on a product page. After reviewing the page, you found multiple grammatical errors and zero keywords.
You can optimise it directly by editing your content and inserting relevant keywords.
But if it still didn't generate the results you wanted, it might be time to say goodbye.
If you want to utilise data on your next campaign, let go of things that aren't working anymore.
If there's one thing you can extract from this guide, it’s this:
Data shows us the truth—even the harsh ones.
Not every initiative works, and some don't do well enough to justify the investment.
Let's say your team has tried to optimise a product page for months. They countlessly rewrote the page content, placed keywords, and invested in ads.
And yet, it's not getting enough conversions.
Learn to let go of ineffective pages and free up space for another marketing idea for your website.
Data is a valuable resource every brand should leverage. It gives you a baseline of who our customers are. And when you do, it’ll be easier to come up with better plans to optimise pages.
The more we collect and study data through analytics, the more confident we get in implementing effective marketing strategies on our website.
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