Posted by June Li, Founder and Managing Director of ClickInsight, and AIMS volunteer...
A common mistake made by those new to analyzing web traffic data is to collect lots of data. When this happens, the analyst struggles to uncover meaningful, actionable insight that can help them advance their marketing goals. Drowning in data but thirsty for insight. There is a better way.
Don't collect lots of data. Collect the right data.
How do you know what is the right data? The right data helps you learn how you can serve your most important web visitors better. Before you can meet your goals, your web visitors must meet their goals. Identify who your most important web visitors are and then learn what they want to do. Then measure using web analytics whether or not these visitors are succeeding on your website. Focus on measuring their success at doing what they need to do. Then slice and dice the data to find out how you can improve their success, and yours.
So it all starts with knowing and understanding who your most important web visitors are. You can successfully capture this by creating personas that represent your most important prospects or customers.
Where do you start? Talk to your customers. Talk to your frontline staff who work in call centers or sales offices. What questions to they receive? What concerns do they handle? What do these prospects or customers need? More information about persona creation and use is available on ClickInsight's website and blog.
And to fill in some of the gaps, attend the upcoming AIMS event “Marketing to YOUR Customer” on February 27. It's not too late to register. I love the comment in speaker David Cravit's AIMS interview that "The key to using online communication to improve your business is to understand the offline life of the 50+ -- who they are, how they behave..." This applies to all visitors, whether they're 50+ or not.
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