Analytics for the data-phobic
I have a confession to make. I used to be scared of numbers. Not like how I’m scared of spiders, clowns or sock-puppets, but just a little intimidated. I was convinced that numbers were the preserve of accountants and maths teachers. I was wrong. They’re great, especially when it comes to web analytics. Web analytics have hugely grown in interest over the past few years – and why shouldn’t they have? The premise is a compelling one – analytics will tell you who’s coming to your website, and what they’re doing – a goldmine for any digital marketer. It’s human nature to be curious about how many visitors we get from Timbuktu. Sadly, there are still plenty of instances of companies and websites who don’t fully understand the power they have at their disposal, or the need for tracking their website in the first place. Analytics gets a bit of a bad rap – after all, it’s not perceived as sexy as a print or TV campaign. That said, recently, data has been described as the new rock ’n’ roll. So, how can we become data rock stars? It’s simple. Put tracking on your website. Pick a few key metrics. Start looking at the data. Start thinking about how people might want to use your site. Does that match up with what the data is telling you? Start looking at the trends – you’ll be surprised at what you find. The most important thing, however, is to learn from what you see. Is the bounce rate high? Maybe there’s something wrong with your landing page. Not getting as many visits as you’d like? Maybe you need to think about your off-site strategy. Not selling as many products as you’d like? Maybe it’s time to get out of the chocolate teapot business.