Analytics Services - Continued

An analytics account (No Charge from Google Analytics) optimized by Clarus Consulting typically includes:

• Current Website tracking code on each web-page – providing sophisticated Analytics functionality

• 5-15 Website Profiles – segmenting data and making it more understandable and useful

• 1-10 Data-filters per Website Profile – insuring clean data-capture

• 3-12 Data-reports per Website Profile – providing timely and actionable business insight

• Multiple User Accounts – giving your team access to specialized report and account control

Website Analytics is ONLY useful if the information you get from your analyst can drive practical business decisions and positive ROI.

Let's take this situation as an example:

Your analyst delivers the following website-overview report to you.  What does this mean?  My initial response is "Almost Nothing"; however, this is the information managers are most likely to get from their analysts.  What can you do with the knowledge that x-number of visitors came to your site in the last 30 days, or what the overall average time on site is, and how can you use total pageviews?

Every time you see a report ask yourself "So What" does this mean to my business and how can I use this information.

There is one interesting thing here!  Look at the spike in visitors on April 14-15th.  What happened there?

Wouldn't you love to know if that spike came from an advertisement, an email-blast to current or prospective customer, or even a PR release you sent out that morning?  Knowing the source of this spike could lead you to a better understanding of which of your marketing efforts actually work!

In less than 3 minutes a custom report can be created showing the source, in this case it's from another website.  Should you consider advertising on this website or create another type of marketing relationship?  What would the ROI be if you did; were there any sales from these specific visitors while on your site or when they come back?

That's just one very simple example of the insight you can gain from near real-time website analytics.

Multiplying the Value of Website Analytics & Online Analysis

The value of website analytics multiplies if you are Advertising Online with AdWords or Bing, or if you use your site as something more than an online brochure (capture email addresses, sign up for a newsletter, etc.)

Think about how you could use information to grab the low-hanging fruit:

Marketing Effectiveness - find the highest ROI customers and shift spending to mediums that per form!

• Monitor and analyze click-through from links to your website placed in email-marketing blasts to current customers, emails to perspective customers, PR campaigns, partner websites, PowerPoint  or Word documents you send out, or any other link to your site.

Online Advertising (AdWords) Value -  only pay for quality traffic

• How effective your Online Advertising campaign is at driving traffic to your site?  Which Online Advertising campaigns, keywords, or Ads are better at getting high-ROI customers.  Should you increase spending to attract more of these customers?  Are there keywords that are high traffic and cost real $ but don't bring sales.

Checkout or Sign-up Process - is your process causing people to drop out

• If you increased the effectiveness of your checkout or sign-up process by 10% what would that mean to your revenue?  Is there a specific step in your checkout or sign-up process that causes people to drop out?  Analytics can be set up to track each page in the process, monitoring which page might be causing a problem.

Using an optimized and well-constructed analytics / reporting package it's likely that you can find whatever customer insight you're looking for (the Analytics platform is free from Google and does a great job).

Please Contact Clarus Consulting - Minneapolis, MN to learn more about using Website Analytics / Online Analysis