The reality of our current existence is that we spend half of our lives in the real world and half of it online. Studies have shown that people of all ages spend an increasing amount of time on their devices. If you’re running a business, you need to be online.
How can you be sure you’re actually accomplishing that goal? Even if you’ve set up a fantastic website, it won’t mean anything if it isn’t pushing you towards where you want to be. This is where website analysis comes in.
Proper website analysis can tip you off to who is going to your site, why, and what the end result of their visit ends up being.
This can be essential information for your business. How does analysis and work and what are some of the benefits? Read on and we’ll walk you through what you need to know.
What Does Website Analysis Entail?
All this talk of website analysis, but what does it actually consist of? Starting out with a simple definition might help.
Website analysis, simply stated, is the process of collecting and processing data about a website. Important conclusions can be drawn from this process and applied to the future of a business.
A variety of different data sets are used in the process of a full website analysis. Often, measurements of the number of site visitors, the pages viewed, visitor demographics, time spent on each page, and many other factors are looked at.
All seen together, these insights can help point to the success or failure of certain marketing campaigns. They can help to paint an accurate picture of how consumers are reacting to and interacting with your business’ brand.
How can you make these conclusions work for you? Let’s break it down into a few different benefits.
1. Optimize Your Marketing Campaigns
As we just stated, proper website analysis can help you to determine how marketing campaigns that you’ve launched are actually performing.
You likely have used different links in your marketing posts and blasts. You should be able to trace these links and see which are leading the most people back to your website. Once there, you should also be able to track consumer behavior.
Was your marketing campaign designed to get people to make a purchase? Maybe you’ve blasted out a large limited-time discount. You’ll want to draw the connection between people receiving word of this sale and their eventual purchase.
If thanks to your analysis, you find that people who receive word of the discount in their email tended to be more likely to make a purchase, you’ll know this is a strong way to get the word out about your sale.
You might find that social media posts don’t draw the same numbers. Or, perhaps, they both draw the same but certain phrasing and graphics seem to draw in way more people.
The conclusions you will be able to draw will be specific to your own business. The above is just a hypothetical. What you discover can be key information.
It will allow you to hone in and improve your marketing efforts. You can increase your efforts in directions that seem to be working and let more lackluster efforts fall by the wayside.
2. Find Your Target Audience
Another set of data that you’ll get from a thorough website analysis is a sense of who is coming to your website. Website analytics and data collection should provide a proper sense of the demographics of your visitors.
This can be helpful for more than one reason. On one hand, it’s just nice to know who is coming to your website. It helps you put a theoretical face to your customers. However, it can be even more important for your future marketing efforts.
Anyone that knows anything about marketing will tell you about the importance of finding and focusing on a target audience. There are far too many people out there for an attempt to market to everyone to work.
The more you can hone in on a specific demographic, the better the results for your marketing campaigns should be. You might find that your product is a hit with middle-aged Hispanic women in the Southern suburbs, for example.
This is an incredibly specific demographic to go after, as you could imagine. You’ll be able to do research on what this demographic likes, where they spend their time online, and what sorts of things they tend to respond to.
In this way, you can improve the strength of your marketing efforts by a large margin.
3. Helps Identify Website Issues
You may think that you’ve double and triple checked your website for any potential issues. However, as we all know, problems can slip through the cracks of even the most thorough of us.
A website analysis can help to point out potential issues and errors that one missed during their own pass through. Strange drop-offs in numbers on certain pages might be an indication that users are running into an error.
You might also be able to track users’ paths through a website and realize that they are having too much trouble getting to the point of actual purchase. Analyzing user activity on the site can help you determine how to best streamline your design.
Benefits of Website Analysis
Running a strong business website is essential in this day and age. Running it well, of course, can be its own challenge. Relying on website analysis can help you get your site to where you want it to be.
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