One fundamental objective of having an online presence and running online marketing campaign is to boost sales. Nowadays, digital marketing companies offer online or digital marketing solutions in a way that client companies can reap the benefits of both social media and search engines through engaging and enticing content. They can run an effective marketing campaign and enable their clients to get higher web traffic on their sites.
Role of web analytics
Next and real step comes after that. It is necessary to know about visitors’ activities on websites, as companies can readily take decisions regarding further actionable moves for their marketing campaign on that basis. There, web analytics has an active role to play. Web analytics can help companies to find the direction of their marketing campaign and enable them to take real-time business decisions.
It is fair to say that websites without web analytics are like candles without matchstick.
Web analytics tools
There are many analytics tools are available to help companies analyze data regarding web activities. From biggies to SMEs, every company can use them as many of them are free-to-use. In addition, these days, social analytics tools are also available to find the impact of social media marketing campaign. Some of them are shortlisted here:
Google Analytics: It is a free tool to generate detailed stats about visitors to your website. It is the simplest and yet the most robust web analytics tool. More than 50 percent of top 10 thousand websites worldwide use it currently. The easy-to-use format makes it one of the most popular tools. Even small companies can reap the benefits from it and know about from where visitors are coming, what they are doing on their sites, how often they come back, and the like.
Rankwatch: Researching and targeting keywords are the basic aspects of SEO marketing techniques. Rankwatch can manage SEO marketing campaign by showing Google ranking metrics regarding keyword performance, competitor analysis, back link audits, and so forth. In addition, it triggers emails notifying about change in search engine rankings. Its USP feature informs about keywords for which companies can get rank on page 2 or 3 of the search engine.
KissMetrics: Visitor’s behavior changes over a period. This innovative tool informs about bounce rate and visitor’s behavior by enabling companies to track individual visitor metrics, behavior over a period, typical and recent referrals, etc. Altogether, such data can open the doors of potential opportunities for companies.
ClickTale: It’s a qualitative customer analysis tool that records every move of website’s visitors from the first to the last click. Using Meta statistics, it can create heat maps and offer a traditional conversion analytics. Unlike Google Analytics, ClickTale offers “in-site” data to enable companies to optimize their websites and boost profits. Playable videos of users’ browsing experiences or session playback and in-page analytics are two distinguished features of this tool.
Facebook Insights: These days, companies frequently use Facebook for business promotion. This tool is developed by Mark Zuckerberg’s team to give detailed information regarding follower counts, comments on posts, likes, etc. It is a free tool and therefore, even small companies can use it. It is the best and only tool for the companies that are using Facebook for communicating and engaging their customers.
Depending upon the nature of the business, type of digital marketing, and other factors, companies can opt for using one of the tools from many web analytics tools. Companies can readily take guidance about it from a standard online marketing company as well.