As you return to work and welcome in the New Year for your business, what are you going to do differently this year?
It depends of course what sector your business operates in as to when you review these things, but the new year is always a good time to talk about it when we’re still full of best intentions and new starts!
So, what to look for and how to decide on what to change, if anything? Over the next few blog posts we’re going to give you our input on the sort of things you could consider and where to look for the data to support any decisions. The ultimate aim is to look at creating a new or revised marketing plan. Before you can do this you must look at where you are now in order to create a benchmark, so, first step is to review and analyse:
#1 Use your own website
This sounds like a strange task to suggest but it’s not always something we think to do. The best way to do this is to write down a list of tasks that you’d like your ideal website visitor to carry out; from searching for you or your service type in Google all the way through to making a purchase/enquiry. Another recommendation is to carry out exactly the same tasks on a mobile phone and a desktop, what is the experience like?
Just behaving like an actual customer can help to identify niggles or bigger problems that you may not have been aware of before. If you identify a problem, talk to your web team, agency or marketing team and ask for a solution.
#2 Website Analytics
Do you ever look at this? Ever compare it with the previous year? It’s quite addictive once you get into it, maybe something to push your attention onto if you’re giving up something naughty this January. Most websites will have Google Analytics in place, if your site doesn’t have any, this goes to the top of your ‘to do’ list! You don’t need to be a tech genius to understand it, Google has done a very good job here and it mostly makes sense at a basic level.
Things to look for:
- Has traffic increased or decreased in the last 12 months?
- Has mobile traffic changed?
- Has the bounce rate increased or decreased significantly?
- Are your visitor demographics still quite consistent or have they changed?
- Can you see spikes in traffic on days where you ran promotions, sent communications or published content?
- If you have eCommerce tracking in place, how does this compare with the same period last year?
There are lots of other areas you can analyse and once you start moving around analytics you’ll find you can drill down into huge detail and generate reports (PDFs) as and when required.
So, you’ve reviewed your website activity and there is some really good news? Some changes you implemented last year have made a positive impact, excellent, congratulations!
Alternatively if you have identified some worrying trends or think there is something going in the wrong direction, don’t ignore it, this might be the time to talk to an expert.
We’ll be offering lots of further help and advice over the coming posts. Part 2, coming soon, will be looking at your marketing communications and what to look for here. Please check back in.
If you need any help in the meantime, please do browse through our other posts and please do contact us if you think we can help: