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5 Analytics Tricks to Drive Users to Action
By Nicole Rawski, Web Analytics Analyst |
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A web analytics professional is like a CIA operative. They know where you are, how you arrived there and where you think you're going. It's not as invasive as it sounds, but it is certainly enlightening.
Here are 5 things to help ensure you're tracking the right intelligence.
Goals must be established first.
- The alternative is a bunch of users browsing around aimlessly. If you do not know what you want consumers to do, how can they do it? Tie each business objective with a quantifiable goal, and leave the rest up to your analytics team.
Bring consumers full circle.
- Think about campaigns holistically and make certain users will not feel any disconnects. For example, if a paid search advertisement touts discounted shipping, make sure shipping rates are prominent on the landing page. This will enhance your conversion rates.
Define it, and they will follow.
- Outline the paths you would like users to take, and make sure it's easy for them to follow. From design to links and architecture design to content strategies, it is up to marketers to establish and optimize appropriate user flows.
Be a fly on the wall.
- Use the phenomenon that is social media to your advantage. Whether or not you're an active participant (which you should be), monitor the comments percolating about your company. This information can unearth great user commentary like preferred products, customer service issues or possible promotions.
Optimization never sleeps.
- To make the most of your web properties, you need to have an integrated approach that analyzes all user touch points. This will ensure you there isn't a weak link in your digital marketing chain. Every component will work together to support your bottom line.
Need your own CIA operative to track the right customers? Email us at sd@gearyi.com or call 619-756-6740.
The Secret's in the Data
Web analytics is still widely underutilized. This is what top CMOs had to say about their approach to analytics.
Source: Alterian, February 2009
About Geary Interactive:
Geary Interactive is the leading REAL RESULTS digital marketing agency that provides nationally recognized full service capabilities in a performance driven model. Premium services include: strategic planning, web analytics, paid digital media, search engine optimization (SEO), social media marketing, creative design and website development. |
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