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3 Effective Web Analytics Tips That Result In Higher Conversions

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Organizations or individuals use website or a social networking platform in order to stay connected with their people. Websites or any social networking page acts as a medium to share and understand different views. Every business proudly owns its own website irrespective of its size. Organizations invest lot of money to design their website. But having a website alone will not help a business to flourish. The real objective of website is to generate more and more readership. This will in turn help to increase the sales. Organizations dedicate an entire team to bring traffic to the website and as a result business. The traffic generated should also be of high quality. Target audience should be given priority over any other segment.

Content is the king in any marketing scenario. Generating high quality content on the website and optimizing it regularly as per visitor’s requirement is an important aspect in acquiring more customers.

Content optimization on a website will be possible only if the marketer understands the real objective of the business. The marketer should be able to see and evaluate visitor’s behavior on the website, their likes, their dislikes, events they are involved in, the time they are spending on the website etc. These details will help the marketer to know about their website visitors.

Web Analytics plays a major role to get a complete insight about the website. There are various analytical tools available like Google Analytics, GetClicky, Yahoo Analytics etc. Each of these analytical tools possesses unique features and it is up to the marketer’s discretion to choose one among them. Once all the relevant data is collected using web analytics, the next objective is to increase the conversions on the website.

The following are the three important Web Analytics tips that will result in higher conversion:

1. Monitor traffic sources

Internet is a huge platform. Once the website is available to the world, traffic will start flowing from all over. Organizations carry out various marketing activities social networking site, blogs, search engines, optimizing technologies, paid advertisements etc. As a result, the traffic flow keeps increasing.

As a marketer it will be very interesting to know all the major sources of traffic. It is very important to monitor these sources. Once the key source is identified, the marketer can then focus on these sources more over other sources. This analysis will allow the user to understand the key factors that are making certain sources to perform better over other sources.

There are various aspects that can be taken into consideration for this analysis. For example; people use search engines to look for certain information. This is called organic search. The marketer should focus on identifying all the keywords that is being typed by people. Once the keywords are identified, marketer can optimize the website content.

Similarly, referring sites acts as another major source of traffic. Referring sites are those websites which carries the link to the website in question. People visiting referring sites may click other links on there and are taken to other website. This becomes one important traffic generating source. Marketers must look for ways to work better with referring sites. Marketer can invite referring sites to contribute to the blog, featuring them on the website, collaborating with them in affiliate programs etc.

Monitoring all the sources of traffic will give an insight about the website performance and the marketer can improve or continue with their current strategies.

2. Set the Path

When a visitor enters a website, many a times they are in a puzzled state. They do not understand the next course of action to be taken. Many website lack understanding of this quality and they end up losing prospective clients. Marketer should design the landing page or website keeping these things in mind. The page should have clear instructions suggesting the actions that the visitor should take.

Marketers should always go for single path. The objective of a landing page should be very clear. Providing multiple links and options on a single page can lead to lot of confusion. For example, if the landing page is for signing up a form or document downloading or signing up for a free trail etc. then all the contents on this page like headline, image and other things should focus only on this action. There should not be any other kind of distraction. If the visitors are provided multiple options, then the conversion rate will automatically drop.

So, in order to improve the conversion rate, two most important factors to be kept in mind would be single path and single goal.

3. Keep it Simple

Organizations use various marketing strategies to make their presence felt all the time. They go for paid advertisements, AdWords, affiliate marketing, display banners etc. Huge amount of money is being spent on these marketing strategies. Apart from the monetary risks, these strategies require continuous up gradation depending upon the requirement. Digital marketing teams are always under pressure to optimize and improve these marketing activities. As a result, the real purpose of these activities gets lost. The ultimate objective is to make the target people understand and assimilate the information. It will be of no use if the real purpose is not attained.

Similarly, there are various channels or mediums used by marketing team. Making a presence on all social networking sites is not mandatory. Every social networking site has its own character and marketer should understand this.

Keeping everything simple is the mantra here. Begin with smaller achievable goals. Marketer should use one particular social medium, develop marketing activities surrounding it, measure the results and then move to the next one. Understanding people’s behavior and response to certain marketing strategy will help to either continue or discard or modify it. Conversion rates of each advertisement should be analyzed to identify the best among them. Marketer should also keep a check on cost-per-conversion which should not exceed the limit.

Once the best performing advertisement strategy has been identified, the next course of action is to implement it on other channels. One can generate banner ads with the same content and collaborate with affiliate marketers. Carrying out a test at every stage of a marketing activity will definitely help the marketer to understand its real value. It is a consistent and continuous process.

Web Analytics helps the marketer to bring out all the necessary information about the website, marketing strategies, visitors etc. This insight in turn helps in generating all the necessary data based on which important strategic decisions can be taken. When the organization is working on the right path, then the conversion rate will automatically improve.

  • web-analytics

  • There is 1 comment

    • 4 years ago

      Shital Kalamkar   /   Reply

      Nicely written article!!! Analysis of website is an important part of any business. It should be done on a regular basis. Instead of spending a high amount on big marketing campaign, it is always better to start spending from small campaign. The tips given in this article are really useful to boost traffic conversion.

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