A strong online presence is crucial for the growth and success of your business. So how do you ensure your website is performing at its best and you are getting the best possible ROI on your digital marketing efforts? It all starts with web analytics.
Tune in to the video below as CEO of Spectruss, Sam Silvey, discusses the importance of website analytics, the key data to focus on, and how you can use it to prove a return on investment for your business.
The Best Platforms to Use
Over 55% of the top 10,000 websites in the world use Google Analytics, making it the most highly recommended data measurement platform for businesses today. Not only is Google Analytics free to use, but it also gives your company the ability to analyze in-depth details about the visitors on your website.
In addition to Google Analytics, HubSpot is another extremely useful analytics tool that manages tracking codes to collect important website user data. By bringing all your Google Analytics and HubSpot data together, you can analyze and report across the entire customer journey, ultimately allowing you to devise a successful strategy for your business.
Know the goal for your website
As mentioned in the video, the goal for your company website is to direct traffic towards your call-to-action, whether that be filling out a contact form, buying a product, or clicking a phone number. Once you have a clear call-to-action for your website, your company can then move towards maximizing conversions.
After you have identified your call-to-action for your website, you must then discern how much that conversion is worth to your company. Known as a conversion value, assigning a numerical value to specific conversions is crucial for determining their impact on your business. This gives you the clarity to optimize and make decisions based on real ROI data.
Understand your website traffic
Monitoring the traffic to and on your website helps your business better understand your online visitors, potential customers, and interactions with your site. Google Analytics is a great platform for tracking this important data, giving your business the ability to pinpoint exactly how your website is performing, and in what areas it can be improved.
In order to make your website more successful, you must first analyze how traffic navigates on your website. Tracking data from product purchases, abandoned shopping carts, bounce rates, page clicks, and session duration gives your company a clear picture of where the drop off is on your site, what content your potential customers are looking for, and where you want to spend your ad budget to drive more traffic.
Collect data from mobile, tablet and desktop
With content consumption drastically increasing on mobile phones, it’s more important than ever to ensure that your website is optimized on all devices. In fact, we are now seeing up to a 60% conversion rate take place on mobile phones. Comparing conversion data from mobile, tablet, and desktop versions is extremely important for reviewing inbound traffic and identifying the success or failure of how your website is performing across all devices.
Manage advertising spend to identify what converts best
Now that you have been collecting and analyzing data, it’s time to start advertising to drive more traffic to your website. Return on ad spend (ROAS) is one of the most important metrics for digital advertising. Essentially, ROAS answers the fundamental marketing question, “If I put X amount of money in a marketing channel, what will I get back in return?” Using the website analytics collected from your digital ads helps you to know if your ad budget is actually providing a return on investment.
If you’d like to learn more about how to make your website perform the best it can and really prove a return on investment, give us shout! We’d love to talk with you.