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How to attract customers thanks to web analytics

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How to attract customers thanks to web analytics

Currently, web analytics and reporting are not secondary actions within an online marketing strategy, but have become vital and essential for the success of campaigns . Do you agree?list_altIndex of contents
Phase 1. Analytics in attracting traffic / Analytics in generating visits
Phase 2. Analytics in the capture and conversion of records
Phase 3. Analytics in the qualification of records and closing of sales
Web analytics: a critical and transversal phase that constitutes a basic pillar of the strategy
The benefits of web analytics are not limited only to obtaining objective information to know the evolution of our strategy and check if it works or not. Its value goes further and is more direct, since the analytics itself can help us to attract a greater number of customers and sell more .That is why it is necessary to carefully study each and every one of the canada phone number , that make up our project . Only in this way will we have full control over them and we will be able to establish optimization strategies , in the event that the results are not as expected.Another fundamental aspect of web analytics is that it allows us to identify our correct audience and connect with it .Although in digital marketing in general and in inbound marketing in particular , analysis is considered the last phase of the entire process , ranking behind the attraction of traffic, the generation of leads and their qualification and maturation, the truth is that it is a transversal stage that develops at the same time as the others.Do you like what you are reading? Subscribe
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Throughout this post I am going to explain to you how to correctly and effectively apply web analysis in each of the phases of an inbound marketing project.

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To do this, I have divided the article into the different stages of inbound marketing , developing in each of them how web analytics works and what it is for in the following 4 aspects:Metrics that we are interested in analyzing in each of the phases.
Indicators (KPI) that we can apply.
In what type of decisions and in what way can web analytics help us .Recommended analytics tools .
Phase 1. Analytics in attracting traffic / Analytics in generating visits
Traffic attraction is the first stage of an inbound marketing strategy. The objective is to attract an audience that, in some way, shows a certain interest in the sector of activity to which we are dedicated.This traffic is Betting Email List attracted to a website or blog , although other channels can be used in a complementary way, where quality content related, directly or indirectly, to our product, service or type of user need that we can cover is published.1. Metrics to analyze
Although in this first phase of inbound marketing visits are anonymous, web analytics provides us with a series of data that can help us better understand the type of audience we are attracting .The fundamental data that we can obtain and analyze are:Unique visits.Recurring visits and their duration and interaction.2. Possible KPIs that we can apply
KPIs (Key Peformance Indicators) are those indicators or metrics that allow us to measure and quantify a series of variables related to the objectives that we have defined in our inbound marketing strategy.Some KPIs that we can set as objectives in this first attraction phase would be:+ 50K organic visits in the first period. This example would be, in  valid for a website or blog in Spanish, as long as it is not a sector aimed at a minority market niche. Another requirement is that we publish a minimum of 20 posts or content per month.Average time on page greater than 2 minutes. For this we have to publish articles long enough, that have a good visual impact, and assess the possibility of including videos.Get 12 keywords in the top 1 . It is necessary a previous adequate work of analysis, review and selection of the keywords in Spanish that we are interested in promoting.3. Decision making
Having adequate control over the metrics to be analyzed and the KPIs will allow us to make the best decisions on two fundamental aspects in an inbound marketing project:

Improve user experience (UX) .
Plan the content strategy .
In achieving a good organic positioning (SEO) that enables us to increase traffic to our website, many factors influence. But there is no doubt that Google increasingly values ​​these two issues : the user experience on our page, especially on mobile devices, and the quality of our content .New Call-to-action
User experience
Web analytics allows us to obtain key data such as the bounce rate (sessions are those that the user leaves our page without actually interacting) or the average duration of the session , differentiating their behavior depending on the device from which they connect: Desktop PC (desktop) or mobile device (mobile).If the results show a significantly shorter connection time when connecting from your mobile , it is probably due to the fact that our page does not offer good browsing quality on these types of devices . In this case, we will have to make the most appropriate design and technical decisions to solve this problem.The ideal situation is that the user experience is just as good whether you browse on a desktop device or with your smartphone or tablet. For this, it is essential that our page has a good visualization and loads quickly on mobile devices (an increasingly common means of navigation), and for this we have to follow Google’s recommendations and criteria in its AMP pages and mobile web projects. friendly .Content planning
Traffic attraction strategies in an inbound marketing project are based on optimal content planning , which in the attraction phase are usually posts, accompanied by photos or videos, published on a blog.Web analytics allows us to find out data of reat interest about the content , which allows us to optimize it:Know which are the pages with the highest volume of visits and, therefore, know which topics are the most interesting to users .
Determine which are the keywords that have a greater acceptance , in order to focus the optimization efforts of the posts on them.
Plan more successful new content strategies : by knowing exactly the themes that work and the keywords with which it is easier for us to position ourselves.4. Tools
The network provides us with a series of tools , many of them free at least in their basic version , very useful for analyzing our website traffic, search trends, keyword positioning and other data of great interest for this first phase. of traffic attraction.This is a selection of the tools that, from my experience, seem more practical and interesting, and I will also tell you what are their most useful functions:Ahrefs
The main utility of Ahrefs is based on three fundamental aspects:Backlink analysis , as a whole and individually.
Analysis of the backlinks of the competition.
Keyword analysis.
how to attract clients ahrefs

Moz

Moz can help us in the creation of online marketing campaigns thanks to the following functionalities:Dashboard: it offers us an overview of the results in the form of a dashboard.
Rankings: informs about the positioning of the keywords and their evolution.Page Optimization: analyzes the positioning of a keyword in a specific URL.
Site crawl: detects errors on our website.
Keyword Explorer: functionality to search for both difficulties and opportunities for organic positioning (Organic CTR) of keywords.It has additional tools that add a plus of ease of use, such as the moz bar (placed in the browser allows us to automatically check the level of authority of the domain and the page of our competitors) or the custom reports (allows you to easily create reports or custom reports).how to attract clients mozGoogle Trends

This tool helps us detect search trends on global topics or categories , although it is not specifically used for long-tail keywords (words made up of the same family).It also allows us to obtain advances or predictions about the generation of traffic that we can achieve in the future.

It is a good analysis alternative, especially if you want to compare your page with other similar ones from the competition and you do not have access to Google Analytics to work on your website or blog. In this way, you can discover the strengths and weaknesses of both you and your most direct competitors.

 

This tool offered by Google for free allows you to check if the navigation of our website is “mobile friendly” , that is, if the page is easy, comfortable and friendly for the user when they enter with their smartphone.

This factor is very important, since the latest updates to the Google algorithm to determine the positioning of a website after searching by keywords place great importance on the quality of mobile browsing. Therefore, having a page with responsive design (that can be viewed on small mobile screens) is no longer enough: now we need excellent navigation on all devices .

Mobile friendly test

Phase 2. Analytics in the capture and conversion of records
The second phase of an inbound marketing project consists of converting the highest possible percentage of anonymous visits into records (leads) with which to nurture our database and be able to follow up on them later.

At this stage it is necessary to ‘convince’ the user to leave us their personal data in a form , in exchange, normally, for sending downloadable content : ebooks, infographics, product comparisons, webinars, etc.

In addition to quality content, to achieve the best possible conversion rate, different elements and actions are used : calls to action or CTAs , which are buttons that attract the user’s attention to a landing page in which we You can provide your data in forms with different fields.

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