While initially Webmasters used analytical data provided by trackers to devise marketing strategies and promotional tactics, today, in-depth data is used to analyse user activity in order to improve the design and usability of a website to enhance user experience. 10 years ago Internet marketers would analyse data only from the landing or the conversion pages. Plenty of A/B testing was done in order to ensure that the user effectively completed the call to action. While the strategy worked, it was rather one-sided as all the emphasis was on getting the user to click ‘buy now’ or ‘subscribe’. The only person benefitting from that approach was the Internet marketer.
Today the same data is analysed and studied in depth to ensure that an optimal experience is built for the user in an attempt to not just get them to click on a call to action button but also to provide the necessary information for which they initially came to the website. Remember unless you’re providing an optimal experience consisting of quality content, intuitive design and speedy page loading, then not only will the user not stick around on a webpage, your website will also get dinged by Google.
One of the easiest and perhaps the best ways to analyse data is to add the Google analytics code on a website. As a part of this free service Google provides enough data points to keep an analyst busy for a year. However it’s very important to zero down on parameters that really matter to your particular website. This helps you massively in understanding your audience that form your target market and tailor your SEO strategies to capture a bigger share of it. These data points also help you analyse search engine patterns, deep-set analysis and even lets you track the activity coming via the social channels. Needless to say, it is extremely crucial helping to predict the flow of the conversion process.
Let’s take the example of a website that receives X number of visitors a day and say, 90% of them are mobile users. If this site has a heavy design and complete absence of a mobile equivalent, then needless to say their conversion as well as their brand value will suffer in the long run. In this case it is clear to see that they need to develop a mobile version of the website and drill further into data points to entice the mobile customer. Similarly if this percentage was say, 60% then a Webmaster should further analyse the analytics data to study the conversion rate amongst mobile users to decide whether it be worth the time and money to design a special mobile version of the website.
User data analysis also lets you know what terms people are putting the search engines to arrive at your website. If there’s a particular term that is recurring very often then obviously, you must make an effort to rank for that particular keyword. Having enough data is not always enough. You also need to know how to creatively analyse it. If you can’t manage do that yourself then it’s best that you hire an SU expert and leave it to them.