Information is a precious resource for businesses. With it, a company can understand customer behavior, market trends, and competitors. Yet despite the sheer volume of information available to companies, they still struggle in gathering, synthesizing, and interpreting that data. This is especially true when it comes to web analytics.
The information provided by analytics software is staggering – it can track almost every aspect of user behavior. There are also a lot of software options as well, like
The best approach involves a combination of strong technology, smart analysts, and constant testing. Here are some useful guidelines for getting the most utility out of web analytics data:
2. Use two analytics programs: It will be useful when the need to compare data discrepancies arises. Multiple platforms can also protect a company from catastrophic loss. Use complimentary platforms that track and report data differently, such as
3. Earn an analytics education using blogs: Analytics is a technical subject. A small business owner who has just installed analytics software will find himself or herself overwhelmed by data. Learn the terminology and latest developments by subscribing to analytics blogs. The
6. Implement multivariate testing: Out of all the methods available for web testing, the most accurate tends to be multivariate testing. Multivariate test software will serve users of a website a random version of a webpage. For example, it will change the location of a shopping cart icon or change the font size of a webpage, based on what a company wants to test. The tests record how users react to those changes (i.e. do they stay on the website longer or leave quicker?). A business can then make a decision on how to adjust its website. Google Website Optimizer is a free software for multivariate testing.
The big key to getting the most of out any analytics data is to invest time in the analysis and conclusions, rather than fret over the technology. Free analytics programs are sufficient for the needs of most small businesses. Use that money to buy an analytics book or to hire an analytical mind instead.