In business we constantly strive to keep up with the times. Competition on our heels, new tech constantly evolving. Don’t be left in the dark when it comes to your website. So with all of that technology at your fingertips the one question on your lips should be...
What tools can help my website performance?
Site monitoring tools help to keep track of all the ways that your customers interact with your site. Tools such as Crazyegg or Hotjar can bring your business essential insights. By observing your customer's journey, seeking out your most popular pages, gaining knowledge of your sites most popular times of day and the days of week when your site has the most views. Armed with this insight, you can time when to push promotions or target your customers at a point when you know they are actively looking.
Google analytics provides you with an abundance of understanding about your site, and how it performs. You can set targets or goals that might include sales, lead generation, viewing a specific page or downloading a particular file. Understanding your top referrals and where your traffic is coming from can really help promote your business in the right areas. That empowers you to spend your advertising budget in the most effective way. By using the demographics tool you can paint a picture of your user’s profile allowing you to create the right tone of voice and ensure your site is reaching the right audience.
Based on this analysis, you can refine your advertising spend and the content on your site. Turning this information into usable insights.
Another key metric is CRO (conversion rate optimisation). So what is CRO and how can it help my business?
CRO was intended to help e-commerce marketers gain greater leads and improve performance. Competition in this field has grown substantially, approximately 87% of UK consumers have bought at least one product online in the last 12 months. The UK is second only to Norway for making e-commerce purchases in Europe.
According to data from the Office for National Statistics, online sales increased by 21.3% in the UK during 2016 and should reach 30% by year end 2017. CRO systematically increases the number of visitors on your site that convert into customers, or more generally to a desired action. The type of CRO goals can include buying a product, signing up to a newsletter or filling out a lead or contact form.
By using this conversion focused approach businesses are able to generate new sales and grow leads without big investments in website traffic or similar strategies.
But what does that mean for your business?
Quite simply, it increases the return on your marketing and hence overall profitability. By adopting a structured approach to data, 52% of companies have seen a significant increase in sales. Studies show that over half of companies intend to increase their CRO budgets in 2017 to benefit from this.
It appears that this is an effective strategy with 73% of companies who have already increased budgets in this area are seeing a considerable improvement. Using these tools in the right way can make the difference. It has the potential to push your business to the forefront, to improve your sales performance and maximise your profits.
So... you have the tools and you’ve got a mountain of valuable data. The trick now is to know what to do with it. Get that wrong and the insight is worthless, your investment wasted. Come and speak to the experts at Tutch. We can support you to get the best out of the insight, to make the right decisions and make your site truly work for you.