Rarely do customers buy at first visit to your website. So, the questions is, how do you convert a visitor to a customer? In Part 1 of our blog series we touched on how data and analysis gives your company direction and aids in advertising planning and budgeting. If you are not tracking website traffic and measuring results it is very difficult to know what is or is not working for your company, and if you are not evaluating the data how can you make changes? More importantly, how can you make changes based on actual visitor engagement to get them to buy? By the same token, if you are measuring results you can see what you are doing correctly and what may need improvement.
How do you know if your business financials are healthy? Of course, you would review your profit and loss (P&L) statements. Managing your website analytics is similar to managing your company’s finances. When reviewing your P&L statements and your website analytics on a regular basis you are able to see what is working and what needs improvement. You use this valuable information to help guide you in future planning and preparation for the ultimate success of your business.
In a nutshell, analytics and P&L statements tell you that you have a problem or you are doing great. In order to make website analytics simple Tiny Giant creates a custom dashboard for each of our customers, which allow us to bring into view all social media activity and website analytics in one place in order for you to see exactly how your website is performing. Having these analytics in an easy view format aids in drilling down to the visitor’s buying cycle and assists in making changes and improvements to your website that convert your visitors into viable leads and buying customers.
As I mentioned earlier, analytics and your custom dashboard will tell you whether you have issues that need fixing or your website is performing optimally.
Houston…We Have A Problem!
When reviewing the data from your custom dashboard you notice there is a problem. You are attracting many visitors, but they are not converting to customers. In many instances the problem could be simple. For instance, is your content or layout the problem or maybe it is the way your web page flows? Are you pressing the visitor to make a decision before they really get to know you and understand your value proposition? Have you offered them a value proposition? Is your content stale? Many factors go into why leads are not coming in from your website traffic and why customers are not buying.
Consumers Do Their Research.
Consumers today have become increasingly resistant to standard advertising tactics, because information is so readily available at their fingertips, and they prefer to conduct independent research before committing to purchase. At ClickZ Live San Francisco, Google Analytics Advocate Adam Singer said the average person consults 10.4 sources before finally making a purchase. With that being said, if your web analytics model is only measuring last click attribution, where the credit for a sale or conversion is given to the “last click”, then this practice of measuring is invalid.
What’s Considered a Good Conversion Rate?
According to Wordstream.com, across industries, the average landing page conversion rate was 2.35%, yet the top 25% are converting at 5.31% or higher. Without analytics you have no idea what changes need to be addressed. Through website analytics Tiny Giant can generate AB testing, a method in which we create two similar pages to monitor engagement and conversions to drill down to what is and is not working.
In summary, effectively gathering data and testing to monitor website traffic and visitor engagement gives you the ability to create an effective marketing strategy for your company. When you do this you are able to turn visitors into viable leads and customers. Tiny Giant is a partner you can count on to proactively track and plan a successful digital marketing campaign to help generate viable leads that convert visitors to long-term customers.