In the age of ‘Big Data’, businesses must make sure their analytical online tools are sharp, that there is a company wide commitment to measured marketing. Most organisations need to make sure their website works for them and is connected to every part of the customer journey.
Analytics and the correct interpretation is the start point and the key –
- Who goes to your site?
- How do they get there?
- How long do they spend there?
- What do they do when on the site?
Only once this is visible can you make informed site adjustments based on the data.
The Google analytics tool is free and available but just like any skill, you have to learn how to do it yourself or get someone to help you. A bit like ‘d-i-y’ at home or getting someone in that has the tools, the skills and is miles ahead of you.
This can inform on navigational improvements, to help the customer to find more specifically what they want. With the increasing volume of web savvy smart phone users accessing the web, it’s also important to use analytics to ensure website compatibility with mobile devices.