Web analytics 2.0: Types of online data you should be tracking

Written on 01 May, 2014 by Evelyn Elsted
Categories: Pay Per Click, Search Engine Optimisation | Tags: google, search engine optimisation

Google Analytics and SiteCatalyst are not the only data tools online businesses should be using. Broaden your horizons and get to grips with other data trackers that could reveal important insights for your business.

Customer analytics

Your customers hold the key to some really valuable statistics and you shouldn’t wait too long before asking for their opinions. They are able to fill you in on potential problems when it comes to customer service as well as pinpoint any confusion in your marketing messages, so don’t underestimate the usefulness of customer analytics.

Get started with online research tool SurveyMonkey for a free package or invest in a modestly priced market research platform like Zendesk. Unlike some customer analytics packages, it allows you to respond to concerns as well as track them.

Funnel analytics

Ensuring you have a clean funnel (taking your customers all the way from lead generation to purchase) is one of the best ways to boost your bottom line. While many analytics packages will give you an overview of your funnel, a specialist service will really help you drill into the different levels and allow you to identify the parts of the buying process that lose you sales.

A good free option is Mixpanel, which allows you to track up to 25,000 events, but KISSmetrics is an industry standard, reasonably priced investment.

Lifecycle analytics

Don’t assume that only the data attached directly to your website is useful. You should also be monitoring what happens to your email campaigns, newsletters and in-app messaging tools. Giving you a holistic view of your business, lifecycle analytics can be essential in helping you make product and manufacturing decisions.

Consider the powerful, predictive services of SAS or concentrate on your email with the help of Customer.io, which provides you with an easy way to find out if your messages are working and offers ways to improve.

Marketing analytics

Creating a successful marketing campaign means choosing to invest your dollars in the channels offering the biggest ROI for your business. Track your marketing activity from one handy dashboard and easily see which areas are ripe for investment and which are failing to entice customers.

HubSpot offers one such automatic dashboard and is great for giving you an overview of all of your channels, while Moz offers an alternative marketing analytics solution with innovative data visualisations.

On-site engagement analytics

Your current analytics package may already give you some insight into how customers behave on your page, but by drilling deeper into on-site engagement you can better understand how to improve usability. Heat-map tracking tools can show you where customers hover, where they look on your page and where they’re clicking.

Get started with the free version of ClickTale, allowing you to study up to 400 pages a month, or invest in Crazy Egg for some in-depth heat-mapping information.

The sheer number of different analytics packages available can sometimes feel overwhelming, but the more comprehensive your picture of customer engagement and user behaviour on your various channels, the easier it is to improve your ROI and grow your bottom line.