In the previous post, we discussed why web analytics are useful. In this article we are diving a little deeper, analysing four tools that will give you the information you need to develop a powerful online marketing strategy.
Building a website that converts browsers into engagements requires well-thought out micro alterations as well as the occasional larger-scale change. Your designer can guide you on strategy, though ultimately, your business is responsible for the success of your website, and that is why you need to be fully armed with useful, actionable information that can help direct your efforts.
Google Analytics (GA) is a powerful tool that is absolutely free. There are plenty of inbuilt reports that can add value to your online marketing analysis.
There is a temptation with GA to focus on metrics that, when taken in isolation, do not necessarily help you to measure success. A good example of this may be looking at sessions and page views. Of course this is valuable information, though this needs to be measured in conjunction with other factors that measure success, specifically looking at conversion and SEO relevant statistics such as bounce rate (the number of people that leave your site after visiting a single page).
Kissmetrics is an analytics and conversion platform built specifically to help you optimise your marketing.
As opposed to GA, which offers a general platform of analytics, Kissmetrics offers an ultra-focussed web analytics package. It focuses specifically on analysing conversion metrics, showing you exactly how people interact and respond to your website. It’s distinguishing feature from GA is that it helps you to understand the overall consumer journey rather than focussing on individual events.
This tool is particularly useful in highlighting where the part of your customers’ sales journey falls flat. For example, you may have one or two pages where a large proportion of your visitors exit the website. This could indicate that there is a problem with your sales funnel. Kissmetrics can help you spot those pages and replace the material with content that drives engagements.
Kissmetrics then allows you to measure the performance of any changes.
Search Engine Optimisation (SEO) is the process of optimising your website content and structure to have Google and other search engines rank the page highly for certain search terms.
Moz (formally SEO Moz) can help you to understand the competition for particular search terms, as well as planning campaigns that improve your own ranking.
Moz produces reports that give you details about how your own site is ranking with popular search engines, how your competitors are performing, and provides actionable insight to improve your Search Engine Optimisation. It does this by providing a series of steps that you can follow that are purpose built to improve your SEO.
Visual Website Optimizer (US Spelling)
Users make a lasting impression of your website with the first three seconds of visiting.
Visual Website Optimizer (VWO) offers a range of tools to help you optimise your page so that a customer can navigate freely through your site without barriers. VWO provides you with a tool to create what is known as an A/B test with the alterations that you have made. An A/B test provides two different versions of the website: pushing 50% of users to the amended version, and the other 50% to the original version. This allows you to measure the success of the change to your page. Do you need users to click on that button to contact you? Use VWO to A/B test content on the page to see whether an alteration improves conversion.
The 4 tools listed above will give you a near three hundred and sixty degree analysis of how your website is performing. Developing a successful website begins with understanding exactly what state your website is currently in. Google Analytics provides an excellent tool to begin with. Though to understand your customer’s journey through your website, Kissmetrics provide analytics that can help you develop an ultra targeted strategy. Moz will help you make the amendments needed to improve your search visability and Visual Website Optimiser provides tools to allow you to see the impact your website has on users as well as testing alterations that you make.