What Analytics Can Do That You Can’t

What Analytics Can Do That You Can’t

Lemuel Galpo
Written by Lemuel Galpo
June 1, 2015

Conversion will always happen after that “click” of the mouse – but it can’t go both ways. The customer will either choose to buy or not to buy. Like most website owners, you want to earn and keep your business going – make a sale and increase your transactions and profit over time. But it takes time to learn all the process, and it is definitely worth knowing because it can change the way you do your entire business.

In a recent webinar hosted by KISSmetrics, Matt Umbro of Hanapin Marketing shared insights on PPC analytics tactics that can make or break performance. Convert shared a while back the three things you need to keep in mind to improve your business. These are: (1) Analytics and PPC, (2) Post-click behavior; and (3) Attribution. These three will work together to ensure that sales will happen as much as possible.

What Analytics Can Do That You Cant

Setting Up a System

Regardless of how skilled you are in online marketing, nothing can beat having a system that measures the customer’s action.

To others, it will be as simple as studying the analytics, understanding the PPC, and running the attribution campaign. But it is not simple and it is not always easy. It also showed the things that analytics can do for your business that you obviously can’t by yourself. You might think that your business can survive without analytics for a while, but you are wrong.

[Tweet “The lessons learned from analytics’ goal tracking + split testing can be the difference in your campaign.”]

Regardless of how skilled you are in online marketing, nothing can beat having a system that measures the customer’s action. This is something that you cannot see based from mere observation. The analytics do not only track the action, but it also reveals a pattern of buying behavior that will prove or challenge your digital marketing strategy.

Planning the Perfect Act

Time is not your best friend in online business. Everything can happen so fast. In a snap of a finger, the trend will be different – your sales will be moving up but not long enough it can be going down.

According to Andy Speight of digitaltrip: “Web Analytics enable you to discover how people have initially located your site, how they behave once they are on your site, and why they leave.” This uses both the quantitative and qualitative approach. Here’s how you can plan the perfect move to invite and keep the customers on your side;

  • Use a holistic approach in your marketing plan – Once you get a hold of analytics, you need to go beyond the numbers and find out where the real problem is coming from
  • Create a “common space” – sSomewhere at some point, there is a place in your campaign where you and your customer enjoy sharing a space together. You must be able to recognize it and once you do, play around with it.
  • Be vigilant- Stay ahead of the competition by consistently watching your analytics. Lapse time is not allowed so make sure that you can view and access your analytics tool anytime and anywhere you want.

Time is not your best friend in online business. Everything can happen so fast. In a snap of a finger, the trend will be different – your sales will be moving up, but it won’t keep trending that way. Eventually it will be going down. There is no such thing as calm waters in the business sense. Analytics will let you see what is happening deep down beneath the surface. It is the only system able to give real-time and accurate findings, in the fastest way that you can. If you want to know more about this webinar, you can watch the full presentation here.

Originally published June 01, 2015 - Updated January 12, 2018
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of Convert.com's growth team and coordinates all writers, editors and illustrators.
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