Analytics is the discovery, interpretation, and communication of meaningful patterns in data. Businesses use website and brand analytics to research trends, analyze decision-making processes, establish goals, and monitor key performance indicators (KPI’s), to name a few. This article analyzes how companies use website and brand analytics to benefit their organization.
Website analytics’ main purpose is to track the number of visits a website receives and then determines how best to convert those visitors into customers. Without tracking the number of visitor, there is no way to tell if that website (and ultimately, the business) is meeting its goals or not. Web analytics have the capability of identifying the following:
Origin of the websites visitors
The optimal time/date to publish content on the website, based on stored traffic data
Which content attracts the most traffic
Keywords that are entered into search engines, leading traffic to the website
Converting leads into sales
Once the business has designed its website content in such a way as to maximize search engine optimization, the next step in tracking website performance is to ensure the website is user-friendly through optimized web design. This enhances the potential customers first experience with the business, (hopefully) resulting in the business establishing a new client; which ultimately satisfies the businesses core mission (to provide or sell its goods and services). Website analytics will determine if the business is meeting its performance goals by tracking how visitors navigate the website.
The final step in tracking website performance is ensuring effective digital marketing has been utilized to successfully attract visitors and clients to the businesses website. Online marketing activities help generate the performance results of the website through SEO, website design, marketing tactics, social media campaigns, and so on.
Businesses should track the following data to create an overall picture of their websites user-compatibility, visitor demographics, and sales conversions:
Time spent on the website
Number of Downloads
Click map and click paths
Referral Search engines
Offline campaigns and dedicated URLs
Online campaigns and tracked links
New and returning visitors
Sales and conversions
After all recorded data has been entered into a web analytic software program, the business is better able to design or enhance their website by accurately understanding the needs of existing customers and meeting their expectations, attracting new clients and visitors, providing content that is best suited to customer needs, stipulating marketing budget spending, inserting keywords and key phrases into the websites content; attracting the highest volume of visitors, and identifying or expanding into new target markets that were previously assumed unattainable.
An organization cultivates and shapes the image of it’s organization in the consumer’s mind through effective branding strategies. Successful branding allows the organization to give their products/services qualities that tap into the consumer’s emotional state by delivering on promises, establishing morale and values, and developing strong, personal connections. This in turn generates satisfied and loyal customers that promote that brand.
Organizations must frequently monitor and evaluate their brands to identify the strength and status of their corporate image, how to best mitigate damage or manage threats against the company’s persona, and track customer awareness, perception, and experiences related to the company’s brand image.
Brand data should be collected from multiple sources to create the most accurate representation of the organizations standing, including but not limited to:
Consumer research indicates that there are 5 reasons why a consumer will purchase a specific brand, despite healthy competition in the market place for similar products/services:
Relevant product differentiation
Product/service perceived value
Consumer’s perceived emotional connection to the product/service
By utilizing brand analytics, organizations can track and evaluate brand recognition, awareness, preference, purchasing habits, and customer loyalty. The results of this data can help organizations ensure they are delivering on customer expectation, positioning themselves strongly in both the market and consumer’s mind, establishing healthy customer relationships, and cultivating ongoing customer loyalty through their branding efforts.
Ultimately, there is nothing to be gained from ignoring the relevant and useful information obtained through strategically planned and executed website and branding analytics. But there is a great deal to lose.