In a digital world, a company’s website is as important as its logo and other brand identities. It’s also a source of valuable data on visitors and website content. Proper collection, reporting, and analysis of website data can give the organization relevant insights on the success or failure of organizational goals. Additionally, it also helps to drive digital strategies and improve the user’s experience. It is often a part of customer relationship analytics, which determines the likelihood that a given customer will become a repeat customer based on their web-behavior. The notion that a good website design converts to better user experience and conversions is quite misleading. Sure, good website design is essential, but it’s only a small part of what dictates users to convert. It all starts with getting high-quality traffic to the website and then widening the conversion funnel. So what kind of framework should one follow to excel in their digital strategy?
Tracking Hygiene Metrics
A website collects a vast amount of information relating to user information and other technical information. User location, device, time on site, clicks, bounce, user journey, and a lot more information can be tracked. However, it is important to keep a close eye on the hygiene metrics, one which directly impacts the success of the website. Page views and bounce rates are the most common metrics to measure. It directly gives an idea of the popularity and relevance of the site. Additionally, other parameters such as conversions, demographics, and organic performance are also essential to observe.
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Understanding User Behavior
Tracking metrics is the easy part; anyone can see what the numbers are and what they mean. Experts try to understand such user behavior at a deeper level by using A/B testing to know what their users like. Additionally, they also use device segmentation to understand how their users browse the web so that they can optimize their site for a particular device. Also, user paths and reporting dashboards can give detailed information on user journeys and other key metrics, which help them understand the customers.
Enable Digital Marketing
Digital marketing mediums such as SEO, SEM, display ad, socials, and email marketing can bring a user to the website. The key to success is knowing which medium is more efficient and which ones need to improve. Also, user behavior differs from traffic generated through various mediums. It becomes highly important to attribute the correct channel for conversion. Channel attribution is one of the tough tasks faced by digital marketers as a user may be exposed to different channels before they finally visit the website.
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Enable Customized Marketing
Personalization is the holy grail of marketing. It significantly improves the user experience and fosters quality engagement. Having detailed information on user segmentation makes the cross selling and up selling task easy. Also, it becomes seamless to provide customized offers to drive a higher level of conversions.
Adjust Business Strategy
Businesses get valuable insights from the digital world. They can use such insights to adjust their business strategy to address specific customers and market needs. By analyzing the consumer decision journey, marketing analytics can suggest optimal marketing mix allocation to serve the target market better. Also, such analytics can drive product and service innovation and enable price optimization.
