"Peter Hawtin has generated a 26% improvement in the effectiveness of our marketing and promotional activity."
Clare Salmon
Marketing Director, ITV
"In the first 3 months, we received 6 enquiries that have led to quotations in excess of £750,000 and a 1st order from a new client worth £158,000. The profit from this first job alone will cover our first year (PPC) fees by a factor of 10."
John Cook
Managing Director, Concept4
Use web analytics to ensure your website is delivering business
Discover what's working and what isn't
Many websites may look good but they fail to deliver business. Having chosen your website objectives and key metrics or key performance indicators, web analytics is a crucial tool to enable you to identify what's working and what isn't.
Web analytics can help you find out:
- which web marketing activities are best at attracting web leads?
- how well the website converts visitors to valuable customers?
- which activities are best at growing customer lifetime value?
- which parts of the website perform best for specific segments?
- if the website cost-effectively delivers revenue / value to the business?
- how 'sticky' the website is?
- if the website objectives are being achieved?
- what could be improved?
How can web analytics help improve business results?
I have been analysing the performance of marketing campaigns for some of Britain's best brands for over 20 years. Web analytics has made it easier to get real insight from web marketing campaigns compared to traditional advertising.
In addition to analysing website performance against objectives you can measure performance across: different time periods; or for different websites; or for different web marketing activities, or for different product categories. e.g. if you knew that the business results for email marketing were 30% better than banner advertising where would you choose to invest your web marketing budget?
Web analytics works for smaller companies too
Whether your budget is £1,000 or £10,000,000 it is natural that you will want to make sure that every £ spent on marketing delivers the best possible return. Analysing website performance is affordable to all and should pay for itself by implementing changes based on the insight.
Although a novice can get useful data from a system like Google analytics there are thousands of potential data views and sometimes they cannot see the wood from the trees. I help companies (big and small) who find they don't have the time or expertise to do this to a high enough standard.
Need help to analyse your web analytics? Contact me...