Without analytics, however, information becomes trivia, nice to know but ultimately unhelpful. Knowing your customer base, how they respond to your products and what prompts their response comes from understanding the information your marketing plan provides.
This is where Google Analytics performs best.
Designed to provide you with a wide range of information about visitors to your website, Google Analytics also allows you to analyze that data and interpret how you can best put the information you gain into your marketing plan. This tool divides information into four areas:
- who visits your website
- what brought them to your website
- what they did when they visited
- did their visit become a conversion to your desired goal
These areas offer information on a number of important factors, including how user-friendly your site is, whether or not the content is engaging visitors and whether or not you are correct in your perceptions and assumptions about your target audience.
With this data you can then tailor your marketing plan to those who are visiting your site. The data also allows you to cover gaps in your marketing plan by showing you the geographical information about those who visit the site.
It’s a simple investment to understand how to use Google Analytics to improve your marketing. Reports tell you keyword rankings and how to improve them, along with a view of what content provided the most clicks. Adjusting your content and keywords to the information brings you the most impact for your marketing dollars.
At Sticky, we spent a lot of our week studying the analytics of client websites to consistently improve their results. If you’d like to discuss how to grow your business via intelligent online marketing please contact us.