Site development and marketing decisions fail when they are based upon guesswork rather than empirical data. The Google Analytics technology allows a site owner to generate a range of analytical reports based upon data collected during site visits.
Driving management decisions
Effectively used, Google Analytics can inform a wide range of marketing activities and leverage their impact upon productivity and profitability. It is important to remember that the collection and reporting is not an end in itself. The mere existence of traffic and navigation data will not drive any management decisions. The effective interpretation of this information and its translation into actions will, however, become a major factor in accurate decision making.
Refining the user experience
Google Analytics allows you to track the behaviour of your visitors, identifying to which pages they navigate and where they spend their time. This information allows you to direct your efforts in refining navigation; improving the most popular pages and identifying any potential points of failure or back-out during the visitor journey.
With this behavioural data to hand, it is possible to maintain a profile of profitable users; those converting into sales or other desired actions and those backing out at any stage. Marketing and site development efforts can be directed towards the improvement of the relevant elements of the user experience.
Optimising site performance with Google Analytics: a virtuous circle
The sooner you get started, the sooner you can begin to refine your site and marketing efforts based upon real performance data. Our experienced team can work with you in deploying Google Analytics and in maximising the use of the information it provides.
We can agree and measure against a range of Key Performance Indicators (KPIs). This allows you to monitor progress and the effectiveness of marketing, procedural and technical changes made on the basis of Google Analytics data.
Since you may have a range of online and offline campaigns, we can work with you to ensure that the landing pages for these campaigns are clearly defined and that their performance is accurately tracked, once again allowing for on-going refinement based upon performance data.