Automating Your Marketing – Analytics and Testing
Analytics and testing are important because they help you chart progress and make improvements. Analytics give you data that’s objective and accurate so that you can make key decisions about your business. When you automate your testing and analytics, you can spend your time analyzing this data and making these decisions, and not tracking down or organizing the data itself.
There are a number of website analytics software programs available. To use an analytics software program, you download and install, and then link to your site. It will then track your website statistics and user behavior. These programs report data such as:
• Number of visitors
• Visitor demographics
• Sites that refer traffic to your site and other data on traffic sources
• Which keywords visitors are using to find your site
• How well your site ranks for chosen keywords
• Bounce rate and page views
After installing the program and linking it to your site, you can create your own customized reports which can be sent to your email address. This saves you even more time by bringing you just the data you want.
Analytics programs go one step beyond just presenting you with statistics. The difference between analytics and statistics is that analytics programs give you not just data but trends and insights into the results. This makes analyzing the data faster and easier for you.
Split-testing is an important part of any marketing campaign. The idea is that you create two different versions of your content and then track the results. The version that gets the best results is then the one you choose to implement. Split-testing is most often used for landing pages where conversions are essential, but it can be used for absolutely anything you do, such as emails, videos, sign-up forms and ads, as well as individual components of a website (titles, headers, calls to action, etc.)
There are split-testing programs that take the work out of this process for you. You create two versions of your page and drive traffic, and the program does the rest. It tracks visits and visitor behavior. Because the program makes the process faster and easier, these programs allow you to test more factors more often, which leads to better improvements to your site.
The web is constantly moving toward creating a more personalized experience for internet users. This is done largely through automated programming scripts. There are programs that analyze user demographics, behavior and whatever other data is available to present particular content to the user. These programs use indicators such as items purchased, pages viewed, links followed, geographical location and so on to show visitors only the content most relevant to them.
The Learning Curve
Many of the analytics and testing software programs are complex and it takes some time to learn how to use them. However, it’s good to take this time. If you learn how your analytics program works from top to bottom, you can select exactly which data you’d like in your report and how to use the resulting insights.