Getting on top of web analytics
Reasons you should know who is visiting your website.
Many businesses still rely on services like Google Analytics to track activity on their website. While such top-level analytics play a role in the online marketing mix, they do not offer the type of detailed, qualitative data that tells you which companies have been viewing your website and what they might be interested in buying.
Caspar Craven, Co-Founder and Director of Trovus, makes a case on why SMEs should know who’s visiting their website – and how this valuable knowledge can turn browsers into buyers and interest into real revenue.
In today’s economic environment, it is more important than ever that every pound you spend in your business delivers tangible ROI. And for many businesses, their web activity constitutes an expensive brochure ware website showing little tangible return.
Everyone knows that the web should deliver more value and that it has to be a core part of the marketing mix, but what is the easiest way to maximise your company’s web presence?
A new generation of web analytics software could be the answer. Most businesses use tools such as Google Analytics which tell them how many people have visited their web site, what search terms they have used to get there and what the most popular pages are.
However, the latest generation of analytics tools goes even further and looks to identify the organisations who have been visiting your site, how they found it and what they are looking for.
Why is this valuable and how does this help you deliver ROI for your business? A good question and there are four key reasons why your business needs to know who is visiting your website and why:
- Understand who is visiting your website
Are they your potential customers, your clients, new recruits or just competitors? Who are the actual people who you want to arrive at your website – for many businesses, potential customers are the main target, but are they finding and looking at your website? By using an analytics tool which tells you the “who and why”, you can have a much greater understanding of how your site is working.
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