What do customers do on your website? Do you use the analytics tools at your disposal to find this out? In the digital era, business websites can no longer simply be live on the world wide web, in the blind expectation of turning visits into conversions.
Here are some simple questions to consider about your customers:
• What do they do when they arrive on your site? – What pages do they look at?
• What are the bounce rates?
• What are the conversion rates?
• Do you use goal tracking? (email, sign up, completed order etc.)
• How do customers interact with social?
• Do they ever get here in the first place?
Previous finds – those light bulb moments!
• One customer found that 30% of their traffic was coming from iPhone users but the website was not optimised for iPhone technology!! – Recent research by IAB found that mobile – optimised websites keep visitors on the site for an average of 5 minutes! ( 33% up on sites that are not mobile friendly!!)
• One customer found they had a stunningly informative site but were missing business opportunities as they were not listed under the right search terms. All the competition were forging ahead!!
Not measuring user interaction with your website, is the equivalent to having a revolving door in your high street store.
For more information on good in depth analysis using the required data provided, visit RFM measured marketing section.