Word of Mouse

When you’re running any kind of business in the information age, one of the most important aspects of marketing your product or service is in understanding the data stream that you’re receiving.  At times, it can seem almost overwhelming to weed through the volume of web data and information that is available to you.  

Finding the gold in the data is where web analytics can make all the difference in the success of targeting your site content and marketing efforts.  Without getting into the nuances of the data right now, good web analytics gives you the ability to interpret the data stream that you're receiving.  Specifically, you should be using this business intelligence to find out where your potential customers are coming from, what search terms are being used to find your website, and what visitors are doing once they land on your site.

By taking a holistic view of the data, you can start to develop website content creation strategies that focus in on concepts, keywords, subject matter, and details that these potential customers are seeking. 

For instance, if you notice in your server logs or a web analytics software report that visitors to your website are abandoning the site at a particular point (or page) in the sales process, take a good look at the content on that page.  Look for disconnects between the information provided on the page, and the “call to action”.  Have you given the potential customer a compelling reason to click through and purchase the product or service, or to contact you?  Is what you’re offering truly unique, and offered at a competitive price? 

Careful review of web analytics can guide you to the pages on your website that need more robust content to match with your online marketing strategies.

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Lead Nurturing