Using Website Analytics to Understand Your Prospects / Marketing Strategy / Last Modified: February 22, 2017

Web analytics: there's no greater way to understand customers, refine company goals and improve your website. Here's how to use...

As small and medium-sized B2B businesses, we place an exorbitantly high value on each aspect of customer relations. And rightfully so! We understand, sometimes even more than larger firms, that our success is based not only on the product or service we provide, but the greater value we can offer. One way that we offer greater value is having a website that prospective customers love to use.

And that's where website analytics comes in. Below are some quick analytics wins that can be used to deliver a great website experience for your prospects and maintain them for years to come.

Identify Your "Best" Customer and Optimize for Them

I'm a firm believer that the greatest value you can gain from analytics is an understanding of how your best customers navigate your site.

If you're an eCommerce site, your best customer may be the customer type with the highest conversion rate or the one that generates the highest overall revenue. If you're a content-based site, your best customer may be the one who downloads an eBook or spends the highest amount of time on the site.

Translate your business goals to analytic goals to identify those top customers and then build advanced customer segments to group them together and learn how they use your site (Tweet This). Once you know their demographics and behavior patterns, you can better optimize your site for this type of customer.

Related:KPI 101: A Primer on Selecting Key Performance Indicators 

Google Analytics makes it very simple to create these advanced customer segments. Start by clicking on the "+ Add Segment" button in any report. The Segment selector opens up, and you can click "+ Create New Segment" to begin building out the user profile you want to track. This is incredibly helpful when trying to better understand who it is that you want to attract to your site.


Diagnose Stumbling Blocks

Your website is set up to funnel users in a specific way, toward a specific action. But are site visitors using it that way? Use analytics to discover and/or to diagnose the stumbling blocks getting in a customer's way. Below are two ways to help you do that.

In-Page Analytics

In-Page Analytics gives you a visual assessment of how visitors are navigating through your website. This can be incredibly helpful when trying to determine whether users are clicking the way you anticipated.

For example, in the screenshot below we see where users click when they land on the site. We can see what information they're most interested in, whether they scroll, what calls to action work or if calls to action are wasted when they're placed too low on the page.


User Flow Report

The User Flow Report helps to diagnose stumbling blocks by allowing you to track individual paths through your site to learn how users in a given segment interact with your content (Tweet This).

For example, we can see how a user entering the site via a mobile device flows through the site, where they start, where they go next and where they may drop off.


Attach Insight to Data

Your website is personal to you and your company. So make the reporting on your site just as personal.

Related:From Lead Generation to Lead Engagement

Provide monthly or bi-weekly reports customized to your sales team and executive team, showing the metrics your coworkers are most interested in and what matters most to your business. Don't share cookie-cutter reports with your boss. Offer true value by not only reporting on what happened, but adding strategic insight into what the data is showing. Not everyone is a Google Analytics expert, so help them to understand what the activity they're seeing means. You can use a product like Megalytic to allow you to create these customized analytics reports with one-click, even giving you the opportunity to add notes, as well as your own custom branding. It may seem like a little touch or maybe extra work for you, but the more context you can have with what is happening on the site, how it's tying back to your goals and what the plan is for the future, the stronger your presentation will become.

Web analytics: there's no greater way to understand customers, refine company goals and improve your website (Tweet This). Focusing on the elements above can show your sales and marketing team that your investment in the business and dedication to its success are invaluable assets.

Author Bio: Mark Hansen is the Founder and President of Megalytic, the leading solution for analytics reporting. Megalytic is used by digital agencies, marketers and business owners for faster, more insightful and easier to understand analytics reports.

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