Do you know who your website visitors are? What are the most visited pages on your site right now? On what social networks are your visitors most active? How do you know that your visitors are getting what they wanted to when they visit your site?
The biggest challenge for many companies we talk to is either:
- "We didn't know that these things existed!"
- "We don't see the value of the things you're suggesting."
Regardless of which category, here's what's important. All of the things I'm going to jump into in this post are either free or pretty low priced. So, in other words, unless your compliance standards prevent you from utilizing these items, nothing is stopping you from implementing them!
So let's jump in.
If you have a website, you need some sort of website-analytics platform. Google Analytics is a great place to start. This is the free website-analytics staple that any site should have. If you don't know if you have analytics installed on your site yet, ask whoever manages your site or download this extension to scan your site using a Google Chrome browser.
The more advanced abilities of Google Analytics allow for the creation of "audience" segments of different website visitor groups that may either have visited a certain page or taken some sort of specific action on your site. With these custom audiences you can choose to enable a remarketing campaign at a later date to deliver ads on the internet specifically to those visitors, reminding them to come back to your website.
Even if you aren't advertising with Facebook, the data will be accessible to you for you to explore and learn more about your website visitors.
Sumo is a leader in a new website-insights trend called "website heat mapping."
Once installed on your site, these platforms begin collecting click data and churning out a visual heat map of user engagement of webpages across your site. A picture of where someone is clicking on a webpage can tell us a lot about where people are dropping off in a website's conversion funnel.
It can help designers and developers make informed decisions on updates or changes to a page's layout and content to help optimize what you're trying to achieve on each page. If you have some budget to spare, you can try out more advanced heat mapping tools like HotJar and CrazyEgg.
We're just scratching the surface of what's out there. There are a variety of different tools available that allow you to capture data on your website visitors. Ask yourself, "Do I know if my site is achieving its desired purpose? How do I get more information about my visitors?"
When you begin asking yourself those questions, give us a call.