In this day and age, having a website is a given. But what is your website doing for your company? Is it doing everything it can, or are there items that, once improved, can really bring more sales to your business? After implementing website analytics onto your website, you will be able to see where you need to focus your attention to improve the performance of the site.

Observe and Analyze Visitor Behavior

Website analytic software is extremely powerful and will allow you to measure almost every way a visitor interacts with your site. You can see how they came to your site, what pages they visit, where they click, the paths they take on your pages, what browsers they use and more.

This allows you a great look into your visitor’s thought process. For example, you can see:

• Are they looking for a specific product or service from you? Did they find what they needed?
• Do they know about the other options you allow?
• How many times did they visit your site?
• How long do they spend on your site? How many pages did they visit? How long did they spend on each page?
• Did they take one of your desired actions (purchase, email sign-up, contact form)

Using website analytics to answer your questions, you can see what your current visitors are doing and improve your site so that they do take the desired action.

Get started analyzing your visitor behavior. Contact Envision SBM for an implementation quote.

Track and Analyze Marketing Channel Performance

Another great benefit of implementing analytics is that you can see track each marketing channel and measure it’s effectiveness. You can see

• What channels are bringing in the visitors to your sites and measure how effective each channel is at bringing you traffic.
• How those visitors from each channel are interacting with your site. By analyzing each channel’s visitor behavior, you can see where each channels’ visitor is in the buying process and, by implementing optimization techniques, can focus that visitor behavior to bring in more sales.
• Which channels are bringing in your desired actions. We all know that all marketing channels will not be a hit. By measuring which channels are bringing in sales and which are not, you can either optimize the channels that are not doing as well or reallocate your budget from those channels to the better performers.
• What channels are complimentary. You can see if a sales is brought in by a series of communications (they received a direct mail piece from you, found you again through email, and then finally responded to a sales email) or just one channel. This can tell you if you need to segment some of your buyers because they respond better to one channel vs. another.

Ready to track your marketing channel performance? Contact Envision SBM today and we can help!

Compare Your Website to Industry Benchmarks

Many analytics platforms allow you to choose to share your data with them anonymously. By doing so, they can aggregate the information from different companies and share it with their users.

• You can see how you compare to your competition as a whole.
• Knowing this data can help you determine where you are within the market and give you areas where you are currently excelling and other areas to improve on.
• This can also help you identify areas that your competition does well and you may have overlooked.

Determine Market Trends

All industries have peak seasons and down-times. For example, we all know that retail has it’s biggest peaks during the six weeks between Thanksgiving and Christmas. By implementing analytics:

• You can see when your business’ peak seasons, and down seasons, are and prepare for them accordingly. If you know when to expect exceptional sales, you won’t attribute the accolades to something that wasn’t deserving.
• You can also see what products/services are best sold during those times and find what to maximize and minimize during each season.By knowing what sells best when, you can prepare your business to maximize profits year-round, not just during peak seasons.
• You can determine what channels work best at what times. During peak seasons, all marketing channels may work – but during off seasons, you may have a few channels that are not worth running. By collecting and analyzing website data, you will be able to identify and prepare for the following years.

Optimize Your Website

The best reason to implement website analytics is that it offers you the ability to improve your website. Website analytics allows you to track and analyze the data from your website, and once you have that data, you can improve your site and push your visitors to take specific actions. Read more about website optimization here.

Envision SBM can help you get started with website analytics. Contact us today for a website evaluation.