…I’ll be watching you! (Aka Tracking and Analytics.)
The most powerful tool in the digital marketplace is data. If you don’t have data you cant make decisions, well you could but they would be a stab in the dark, a guess. Data allows you to make an informed decision, track change, measure performance and plan a strategy.
So data sounds great but how do we get hold of it and once we have it what do we do with it? The data i’ll be talking about in this post is website usage data, this basically means what people are doing on your on your site and who is doing it.
How do we get our tracking data
There are several tools we use here at SteadyGo to find out what people are doing on our sites (and apps). The first and foremost is Google Analytics, it’s one of the most popular tools out there and with good reason. Google is obviously one of the big boys in digital marketing and because of that they have a vested interest in you making your site perform as well as it can, while collecting as much data of their own about who uses what and when.
To do this they provide the analytics suite for free to anyone that wants it. It gives you access to a wealth of data about who is visiting your site, which pages they visit, what platform they are visiting on, where they came from and much more! It’s super simple to add to your site via a drop in tracking script or using something like tag manager (more on that in another post).
Number two on our list is Hotjar, this is a bit different to analytics. It’s not so much about the wider picture of getting people to your site or what they are interested in. It’s much more targeted to exactly what people are doing on each page on your site and how to get them to what they are looking for more efficiently. To help you do this it provides several tools: heat mapping, user videos, form tracking and surveys. These give you a super specific insight into what users are doing on each page.
Number three is Woopra, it’s more targeted to software as a service, this gives us a highly customisable and extendable way of tracking what individual users are doing across a range of our platforms. Woopra tracks individuals actions with a variety of filters and reporting functions which let you drill down into exactly how your users are interacting with your systems.
What do I do with all this stuff?
OK so I’ve got data coming out of my nostrils, what now? Now comes the hard part, the why. We have a wealth of information about what our users are doing, when and where. What none of these tools can tell you is why. This is where tracking becomes more of an art then a science, interpreting all this data into actionable results.
Some things will be obvious, for example if we see on analytics that no one is visiting our contact page. We jump on hotjar and see on the home page no one is scrolling down to the contact link as it’s half way down the page, so we run an A/B test (more on this in a post to come!) and can see that sticking a link to the contact page at the top of our home page gives us a lot more conversions. Simple!
The above (rather contrived) example is an easy win by using your data to optimise your site. In the real world the answers often aren’t as obvious and the actions so simple. If you need some help making your site perform better or want a chat about what your data means for you give us a shout https://www.steadygo.digital/get-in-touch/ or drop by for a chat!