Planning your digital analytics approach and strategy can be complex and confusing due to the large amount of data analytics companies and advanced analytics services out there, not to mention the huge amount of data that can result from digital analytics. However, it’s is an essential step in reaching and catering to your customer base, increasing sales, and keeping your business on the path to success that every business should take. Rather than diving in all at once, it’s best to ease into digital analytics one step or data set at a time in order to see what works best for your business. A careful and successful venture into the world of digital analytics can begin with just a few basic steps. Slow and steady wins the race here!
First, you need traffic. This should go without saying, but in order to get the full benefit of digital analytics, you need something to, well, analyze. Once people are coming to your website, you should start using digital analytics and website analytics tools to determine where your visitors (and potential customers) are coming from. Identifying the most successful and profitable avenues of entry to your website will help you to determine where to focus your marketing and partnership efforts.
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Now that you have visitors and know where they’re coming to you from, the next step is determining where they’re going to and what they’re doing—are they staying on your website and clicking links, or are they not spending much time there at all? You should start to collect and analyze your website’s click-through rate, visits, and bounce rate; at this point, you can also start to work on search engine optimization. Once you have data about what links and pages customers are clicking on—and whether or not they are clicking anything at all—you can use your advanced analytics services and solutions to generate actionable insights about how to increase visitor rates and click-through rates, as well as the amount of time they’re spending on your website and your content. The data your analytics solutions has provided you with should also give you an idea of where in the world your visitors are coming from and what keywords they used to find your content. You can use all of this information to inform and shape your initial digital analytics approach and strategy.
After you’ve started to measure and analyze these basic metrics, you can start to introduce and measure things like page value and conversion rates, as well as vanity metrics like likes, favorites, and re-tweets. It’s key to ensure that you have a good foundation and solid understanding of how digital analytics work and how they can best be applied to your benefit or else you risk becoming bogged down in a sea of data that you can’t make heads or tails of. When forming your digital analytics approach, you should build from the ground up, focusing on visitors and traffic first and foremost, as visitors can eventually become customers and are the main factor that will drive profits—you can’t sell a product or service without people to buy it, after all.
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A slow and steady approach to digital analytics and forming a strategy will let you see what works best for you—what data do you find most valuable, and what end result do you want from using digital analytics and website analysis tools?—and will allow you to pick and choose what values and metrics you find useful and beneficial to measure. The wide world of digital analytics isn’t going anywhere soon, so there’s plenty of time to become fully immersed.