When it comes to marketing products/services through traditional mediums like television, print, billboards, one of the biggest problems faced by business owners is calculating the return on investment (ROI). However, this has become easier in the age of digital marketing. Businesses now have an opportunity to directly track and conduct analysis of their digital marketing efforts through digital marketing analytics. In this article, we will provide you with everything you need to know about digital marketing analytics.
What is Digital Marketing Analytics?
In the context of marketing, digital analytics refers to the process of analyzing and reporting marketing data that is collected through digital mediums. These digital mediums are platforms where your business holds an online presence. They can include your social media pages, like Instagram, Facebook, and LinkedIn, and your business website or online store. The digital channels can also consist of your marketing emails, advertisements, or affiliate marketing sites.
How to Use Digital Marketing Analytics to Your Advantage?
1. Analyze your website SEO for driving organic traffic
Conducting an SEO analysis of your website will help you discover why you may not be able to drive organic traffic to your website. Chances are that your website is failing to check some important boxes, like lack of good keyword selection or sub-par content. Optimizing the keywords in your website will help showcase what your business is all about. Every new page you add to your website is an opportunity to enhance your search engine ranking and increase the number of organic searches. You can also use a visitor tracking tool like WatchThemLive (and an alternative to Google analytics heatmap) to understand how the visitors reached your website.
2. Analyze your conversion rates
The main objective of digital marketing efforts is to increase your conversion rates. However, there can be times when increased traffic is not leading to an increase in sales. This indicates that there is a problem with the conversion points on your website or page. It could be possible that the content you are adding to your website is too company-specific. Thus, it is important to analyze your conversion rates and develop ways to improve them. Behavior analytics can help you in this respect, as it can be used to understand the preferences and needs of your customer. Using this tool, you will be able to create targeted content for your website visitors.
3. Analyze the session duration
Session duration refers to the time an average visitor spends on your website or page. Analyzing the session duration using session replay software will help you understand if your content is keeping the visitor engaged. Measuring this metric is also important because Google often keeps a close watch on your organic visitors. If a user visits your website and leaves within a few seconds, it sends out a negative signal to Google in terms of SEO data. If you note that the session duration is dropping, you need to take steps to increase the average of this metric. Think about adding more links to your website, blogs, or including better CTAs in your pages. You can also consider including video content, as it is known to increase engagement.
4. Analyze click-through or email open rates
Email marketing is a great way to increase traffic to your website and pages. However, it is important to determine if you are using it effectively or not. You can use digital marketing analytics to determine your email open rates, which tells you about the deliverability of your email. Higher open rates mean that your emails are not falling into the spam folder. Besides this, it is also important to analyze the click-through rates to understand if your emails are appealing enough for the users. A higher click-through rate is achieved by including relevant content, sign-ups, and coupons in your mail.
Digital marketing analytics is a great way to develop a better understanding of your customers and target audience. It allows you to directly track the ROI of your digital marketing efforts. If you are looking for ways to drive more traffic to your website, landing page optimization tools can come to your aid. This will help you in improving the elements of your website or page to increase the conversion rate.