Five inexpensive or free web analytic tools to help you understand your website’s traffic and your customers’ use of devices..
September 24, 2014
If I look at my daily use of technology, I realize I switch frequently between my mobile device, tablet, and various “screens” in my office and at home. There is a definite cross-over of which device I use when – for example I may look at an email newsletter briefly on my phone and depending on length where I am, open it later on my tablet or desktop to read in full.
Cross-device viewing behaviour is not unique, as evidenced by this month’s launch of comScore’s Media Metrix® (an online audience measurement and media planning tool) among others.
As the rules of marketing continue to change rapidly, marketers are looking to better understand the significance of how Canadians’ online behaviours are changing so they may learn how to engage and convert them into becoming customers—regardless of which screen they use to visit your site. Unfortunately, while comScore’s technology is a great way to understand your customer’s journey, it’s likely too expensive for smaller companies and start-ups.
And since small business often doesn’t have the resources to purchase technology (like comScore), or hire in-house expertise, to garner insight the strategies they develop for their website may not be well informed. Below is a list of inexpensive (or free) tools to help you gather intelligence about what’s working, and what isn’t, so you can enhance your visitor’s experience—resulting in increased conversions (leads and/or sales).
Google Webmaster Tools – helps you understand how organic traffic is reaching your site, and how Google’s bots determine what the “most important” words are on your site. It also helps you know how fast your site loads and identifies duplicate content (which Google doesn’t like). These factors can impact both user experience, and ultimately your organic (non-paid) search ranking in Google.
Google Analytics – Different than the Webmaster Tools (although you can link them together in one view), Google Analytics is free for most small- to mid-sized companies and provides valuable intelligence like: customer visits, page views per visit, device traffic and bounce rates. Depending on how you configure the technology, you can also view conversion rates and Google recently has also expanded to offer multi-device tracking capabilities.
Facebook – recently added for tracking paid campaigns, Facebook allows marketers to gather more information about cross-platform use including in-app versus website use.
Woopra – Syncing your data from multiple touch points, Woopra’s big bonus is to effectively group different audiences to understand their behaviour. Modifying your marketing strategy based on audience/group behaviour can help you develop more effective content and provide a more customized experience to your visitors.
Optimizely – provides a fairly inexpensive way to test variations of your site without technical assistance and you can build tests by device. The software also allows you to track and understand which variations are proven successful against your goals. Once you understand the basics of how someone uses your site, this software can help you run tests to improve performance.
This list is just a starting point of affordable or free technology available in market and can help provide a foundation to understanding why potential customers are coming to your site, what they are looking for, and what they do on your site it will allow you better customize their experience with your company.
Customers are not all the same, and their behaviours change based on the time of day, the device, and need—just like our own behaviour. Understanding these changes can positively impact your revenue. Need or want more information on tools available, feel free to send us an email.