You've implemented analytics on your website; great! Now what? We've got five sources of great data that are housed on your site. If you haven't checked out these resources, now is the perfect time.
1. Reports: Conversion funnel and pathing
Study these reports. They will tell you where your visitors entered the site, where they went next and when they exited. This is important data that can inform your site's navigational flow. Monitoring your conversion funnel will also tell you what pages might need improvement. For instance, if many customers are exiting before completing your lead form, there are probably improvements you can make to make this form page so that it will convert better.
2. Internal search queries
This seems like a no-brainer, but some brands forget to assess what people are searching for on their website. Is there a dedicated page for each of the popular searches? If not, it's time to develop those. Adding more pages will only add depth to your site and more pages will be crawled by the search engine spiders. In turn, you will also be able to assess the popularity of certain products or brands and make data-driven decisions about your inventory and demand.
3. Store locators
If your site is equipped with a store locator, it is important to keep tabs on which are coming up the most when people are searching for their respective locations. You can correlate these store locators with offline sales and demand to better plan inventory needs for specific stores.
4. Reviews & Customer Service inquiries
Checking on your customer feedback is of the utmost importance. If you have reviews on your site, monitor these closely. They can inform any operational changes that are necessary. Similarly, trends and insights you can derive from customer service inquiries can also improve the navigation and pages on your site.
5. Domain reports
This is especially helpful if you are a B2B. Domain reports can shed light on what kinds of companies are looking around on your site. Cross-referenced with the aforementioned pathing report will also give you insight into what services these companies are interested in. This can improve all your operational efficiencies across your business, including sales initiatives.
This article was syndicated with permission from Asking Smarter Questions.
Steve Parker, Jr. is a Co-Founder and Managing Partner of Levelwing, a digital advertising agency that provides data-driven marketing solutions. Steve can be reached at firstname.lastname@example.org. Follow me on Twitter at @sparkerjr.
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