The Online Marketing 101 to Web Analytics - 3 Basic Ways to Use Web Analytics Tools
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Web Analytics is a critical tool to understanding your online business. Whether you are simply running a blog, trying to generate leads from your website, or doing ecommerce, web analytics tools are critical to your success. So what can web analytics do for you?
- It can tell you what keywords the search engines find relevant to your website. This is a pretty basic way of using web analytics, and that is to see what keywords are driving traffic to your website. You can then decide whether to continue focusing on those topics that are driving traffic to your site, or you can decide to focus on other more relevant topics.
- You can evaluate ROI (return on investment). This is a must have for anyone paying to drive traffic to their website. Whether you are using Google adwords, banner ads or any other method of paying for traffic, if you aren’t tracking what is working, then you will be spending money on marketing that isn’t helping you. As an aside, one of the biggest challenges is tracking offline leads (phone calls) back to keywords. A great service that has changed that (affordably) is Mongoose metrics. It’s highly recommended.)
- Increase the usability of your site: While usability is a topic of it’s own in website design, it plays a critical role in online marketing. The better your website is designed, the easier time you will have getting visitors to do what you would like them to. Some of the ways you can web analytics to do that is to look at where people go to on your site. Additionally, you can use mouse tracking technologies like CrazyEgg, Clicktale, Robot Replay and Vistrac. These help you see where visitors go, and where they get stuck.
Web Analytics is a field of it’s own, with much more information than we can cover here. Here are a couple of sites with lists of blogs focusing on web analytics:
Avinash Kaushik’s Controversial top 10 list of web analytics blogs
Stephanie Hamel’s list - with it all put into a feed. Add it to your feed reader!
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