Web analytics have become a critical part in this new age of computer technology. The number of businesses that depend on websites and social media alone to engage new customers is staggering. It truly confirms that Return On Investment (ROI) produces excellent results when it comes to online selling and marketing. However, it is important to confirm that the money invested in your website is helping you to meet your business goals. In order to discern which parts of your website are doing well, the areas that need adjusting, and having useful information to implement changes that will help increase earnings and meet business goals, is what web analytics is all about.
Our older son, Samuel Rothmann, luckily works for Oribi.io, a leading company in the field of web analytics. Oribi believes that website data should be user-friendly, low-priced, and easily acted upon. They specialize in dealing with small-to-midsize companies. This interview with Samuel offers insights into why a company like Oribi might be just the solution for your business’s web analytics need:
How will Web Analytics help my business?
Businesses often feel in the dark about where best to invest their online budget, and therefore make decisions based solely on intuition. This guesswork can be removed by tracking and monitoring your web analytics. The result is often uncovering phenomenal opportunities to proactively identify additional revenue streams and correct course when an issue arises. A few examples are: understand from which cities, states, and countries your converting traffic originates, decide if you should invest more in Google Organic, Google Paid, or Facebook, track the success of the content, and know if you are hitting your goals or not. Once you know which marketing channels bring the best leads, which regions bring the best customers, and which content drives the most engagement, then you can invest your time, money, and resources into what you know works and remove investment from less-effective methods. From there the ROI is clear.
Pro Tip: Take a look at which days of the week you have the best conversions, sales or contact-form submissions. Then invest more budget on those days and less on the others. Most likely you will see the conversion rate increase and the cost per conversion decrease.
Why is my website important and why should I leverage analytics and metrics?
Before we dive deeper into the specifics of how a company like Oribi adds value and why it should be a priority, let us start with the big picture of why your website is important and why leveraging analytics is profitable. Your website is your online real estate. It is where you will make your first (or second after the ads) impression on your potential customers. It conveys how you add value and how to generate hot leads who may purchase your products or services. The more you understand your visitors’ story and how they interact with your brand online, the more strategically you can target them on your website. You are able to bring them to the right section of your website and guide them through your sales funnel. Without analytics, you are operating blindly, which not only is a waste of your time and money, but also will give your competition the upper hand as they leverage analytics to consistently pivot and optimize to attract new business.
Why is tracking conversions by marketing source important?
Tracking conversions by Facebook, Twitter, Google Paid, Google Organic, Bing, and so forth will help you understand where your most valuable traffic and potential customers come from and which actions they perform on your website. Do people who come from Facebook simply consume your content and never convert (for example, do they: sign up, purchase, request a quote, fill out a form, and so forth)? Does traffic from Google Search go straight to the contact page because they were looking to solve a problem at the moment and your effective Search Engine Optimization (SEO) helped them to find you? This information is crucial for making sure you put more effort into the right marketing sources to generate more sales. Understanding where traffic arrives from is only the first step. Next, you want to do everything you can to make your website user-friendly and remove any friction in the customer journey when possible. To take your web-analytics strategy one step further, implement an A/B tests to see which calls to action, colors, or button-placement your traffic reacts to best. A/B testing refers to modifying one aspect of your website, marketing campaigns, etc. in order to improve results. For example, trying different subject lines in your email campaigns to increase open rates or changing the label on a button to increase conversion rates. It costs money to bring people to your site so we might as well do everything we can to keep your traffic engaged and prompt them to purchase, ask questions, get in touch, or submit a form.
The data is already available! It is simply a matter of connecting the right tools so that you can use the insights to remove the guesswork, make informed business decisions, and grow your revenue.
I already use free companies like Google Analytics, why not just stick with those?
Web analytics aside, we pay for many services (even if a free alternative exists) because it saves us time, helps us make smarter decisions, and provides more value. Google Analytics is a great tool if you’re a developer, have a dedicated analyst on your team, or want to spend the hours learning the tool and digging through the data for useful insights. Many web and marketing analytics companies remove those barriers and make actionable insights available to the average business owner. Oribi becomes your personal dedicated analyst and makes analytics so simple that anyone can benefit. Some primary benefits are that you no longer need:
A developer to track conversions -- just one line of code tracks everything, period.
An analyst to interpret the data for you -- you have the power and the independence to see how your website is performing.
To spend hours creating reports -- reports are auto-generated for you by Oribi.
To dig through the data to find insights -- Oribi already highlights some of the most important details for you.
The impact for any business is paying for a service to outsource the heavy lifting to allow you to spend more time doing what you do best, running your business.
This sounds great! How do I get information about getting started with Oribi?
All you have to do is go to this link (https://calendly.com/samuel-oribi) and schedule a complimentary walk-through. I will explain what buttons and pages to track, which types of funnels to build, how to navigate through the platform like an Oribi expert, and how to best use features to derive the most valuable insights for your business.
Bonus Tip: What is one recommendation to take my analytics to the next level?
Use UTMs! UTM stands for Urchin Tracking Module. In 2005, Urchin Software Corp was acquired by Google and eventually led to Google Analytics. UTM parameters help you identify which marketing campaign works best to drive conversions. For example, you can add UTMs to the URL of the button on your promotional emails or your Facebook ads to help you identify which specific campaign resulted in the most conversions.
It is one step further than knowing which email campaign received the best open rate and click-through rate and that Facebook as a whole lead to more sales. It provides you with the insight and the power to know that leads arriving to your website from this specific ad or from this specific email, eventually converted. You can then use that insight to inform your future marketing strategy and tweak your individual campaigns to help you convert more traffic into customers. In short, UTMs bring clarity and solve this problem!
Samuel is a Customer Success Manager at Oribi. If you have any questions or would like more information about Oribi and web analytics contact him directly at firstname.lastname@example.org or schedule an appointment via https://calendly.com/samuel-oribi
This article was originally published in the July 2019 issue of Cleaner & Launderer