Is your business taking full advantage of data & analytics?
Almost every business today has a web presence, and almost all of them have some form of data and analytics setup to measure activity and/or effectiveness of that presence.
But, are you getting the FULL picture?
In my time working with entrepreneurs and small businesses, all the way up to Fortune 500s, I have come across far too many businesses that don’t take full advantage of analytics. Often, they aren’t even fully aware of what analytics can do.
The result? Missed opportunity after missed opportunity, competitors getting ahead, wasted resources and frustrated leaders wondering what piece of the ever-growing digital puzzle they’re missing.
The most frustrating part is that getting fully up to speed on data and analytics is not a roadblock at all. It’s surprisingly easy to overcome and doesn’t require a technical background.
When you and/or your team master data and analytics, you are able to:
Identify where visitors are coming from
- Which channels are sending the highest-converting visitors
- Where to invest more resources to increase quality traffic
- Where to cut resources
- Missed localization opportunities
- Partnership or advertising opportunities with high potential
See what visitors are doing once they arrive on your web property
- Map your various customer acquisition funnels
- See where people drop off so you can plug the leak
- Identify the pages with the highest conversion rates
- Identify important “under the radar” pages (for example, you may have an extremely low-converting page, but discover that it consistently sends high-converting visitors to your highest converting page)
Test practically every element of your pages and properties
- Which landing page converts best? What button colour gets clicked more? Do videos or images convert better? Best font? Best link text? Best menu style? Test. All. Of. It.
Identify hidden opportunities during your off season
- Holiday or gift-giving cycles you may be missing out on
- Opportunities to strengthen page rank in preparation for stronger high seasons
- Branding opportunities to stay top-of-mind year round
Build a data-driven content strategy
- Identify growing trends to be first on the bandwagon
- Discover high-converting but low competition keywords that are easier to rank for
- Use trend management to build a content calendar based on real numbers
- Identify and target new demographics and niches
Identify your top-performing content
- Shine a spotlight on it by incorporating links into your advertising campaigns, newsletters, blog posts, etc.
- Create more like it!
And this is just the tip of the data and analytics iceberg. There are many reasons why businesses don’t invest in their analytics expertise. They think they aren’t big enough for it, they don’t realize how far the technology has come, they think mastering it takes too much time or resources…
The truth is, every business can benefit from mastering data and analytics. It doesn’t take a lot of time or resources to get started and the size of your business doesn’t matter. If you’re already successful, analytics will help keep you in the top spot. If you’re growing or just starting out, analytics gives you a considerable edge to succeed.
Sounds too good to be true? Here’s the catch: you have to be prepared to put the work in. Once you’ve mastered the tools, reports, insights and how to act on all of it, you need to be ready to stick with it. Analytics is not one-and-done. It has to be a regular, ongoing part of your strategy to stay on top of an ever-changing market.
But, if you’re willing to put that work in, the payoff is more than worth it. So, are you ready to take FULL advantage of analytics?
Join us at Concordia Continuing Education for a one-day workshop on Understanding Google Analytics to Thrive this September 17th.
Want to learn more about Tarek Riman and his interesting career? Get all the info here.