Come to the table with math (not opinions)

Todd O'Keefe, BPR

There’s no beating around the bush: analytics inform business decisions. The better you know your numbers, the better you can make smart decisions and even forecast future trends with accuracy.

Performance-driven websites carry out a key mission for your brand.

It sells your products, generates your leads and automates your appointments. Your metrics matter for leveraging your data to inform your site and your business. 

There are so many valuable metrics to measure, such as monthly, daily or yearly traffic, conversion rates, and Customer Acquisition Costs (CAC).

Look into these tips for better ways to collect and analyze your website performance, user behavior, and other key metrics. 

Improved website performance

Your approach to data analytics is a journey—not a destination.

How you approach your data is indicative of your ability to adopt and activate change, and gain an edge over your competition. 

As a start, data analytics can help to identify areas of the website that need improvement, such as slow-loading pages or broken links, and optimize them for better performance. 

Forecasting future trends

Data analytics can help to understand user behaviour and preferences, which can be used to create a better user experience. 

Combining your data and your business is a sure-fire way to understand your customer needs—and improve how you approach your growth. Google says that 90% of marketers agree that understanding their buyer journeys across channels and devices is critical to their success.

Of course, every business wants a shorter buying cycle. 

But, understanding your client or customer needs, and applying that knowledge to their purchasing behaviours, is a sound way to shorten your buying cycle from point A to point buyer.

Vanity metrics

What about social media, you might ask?

Sure, everyone loves that initial rush of dopamine after your paid ad or organic post gets a like, or share and even a re-post.

But is it leading to increased Click-Through Rates (CTR)? And is that CTR leading to improved CVRs? 

Impressions and earned media value have a place in the modern marketing strategy, especially when most of it is free and earned from a roll–up–your–sleeves approach to your messaging fit.

But, best practice is to focus your time where it matters most: tracking data that has an actual measurable impact on your marketing activities.

Trust us: your sales team will be taking you out for more lunches when you hand them better Sales Qualified Leads (SQL) versus, “Well… we got 1K impressions this month!”

Double your leads

Data analytics identify factors that contribute to higher conversion rates, such as effective call-to-action buttons or landing pages. 

Take the example of optimizing your funnels: do you consistently review your lead acquisition funnels? 

Or is it more of a hit it and quit it approach?

Looking under the hood at your metrics and Key Performance Indicators (KPI) to review and evaluate your funnels is important for boosting performance.

Here is a harsh truth that no one tells marketers, copywriters or entrepreneurs: no funnel ever survives first contact with reality.

You can have perfect paid ads or sponsored posts, or the most–beautifully–designed PDF, including a killer landing page, and you might still only get a tiny trickle of leads—or worse: no leads at all.

Funnel growth comes from a process of properly diagnosing problems and bottlenecks for best and promising practices for tests and iterations.

These tests or iterations must go beyond changing the button colour or moving a logo or image a couple of pixels to the left or right.

The end goal of your funnel is to wave that magic wand, attract your ideal clients or customers and convert engaged leads.

There are steps you can take based on your funnel data to determine where bottlenecks in your copy, such as headlines or body copy, are preventing better results. By drawing on existing research and collected data, you can identify patterns and draw conclusions.

Focusing on key areas for detailed or granular focus is an important step you must never ever never skip.

The bonus is that these steps become your golden rules for applying learnings to your future funnels, not to mention: your marketing and sales activities.

Putting it all into practice

Much like any skill in life, you can also become a great web designer with a marketing mindset by studying, experimenting, and building sites.

But, you may not have time for that.

You’re running a business, after all.

You can save time, money, and frustration with a site by Clickex. We manage the design, development, and ongoing monthly management to nail every single point outlined above.

We are on a mission to bring tens of thousands of hours and millions of dollars (actually) of web design and digital marketing experience to up–and–coming Alberta small businesses.

How?

By keeping our pricing model incredibly simple and affordable.

We ask the right questions to uncover your business needs and unpick your marketplace.

We break down your project into clear and measurable deliverables with a unique brand voice and positioning, with real levers to scale your business.

Want to learn more about how Clickex is the next best click for powering your growth? Chat with our team today and let us show you how to build a legacy brand through the power of the internet.


Author

Todd O'Keefe, BPR

Considered an OG copywriter — Todd has been writing since being knee-high to a grasshopper. His writing chops include everything from copywriting to business writing, and heck: even writing the menu for food and beverage joints. His more than 20 years of experience includes government, post-secondary and schwacks of startups. As your brand steward, he speaks to one reader and scales for larger markets.

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