The analytics tool is running – already? But on the contrary. Now the work begins. In the seventh and final part of our Analytics Guide, we’ll tell you how to integrate it into your day-to-day business for success.
So, now that you’ve integrated or installed an analytics tool, you’ve learned the key metrics, learned about the important role of analytics in the growth phase, and looked at the links between analytics and SEO, marketing, and social media. And now? The key point in distinguishing successful from less successful companies is the integration of analytics into everyday business. Of course, integrating Google Analytics or installing Piwik is not enough. The metrics that the various tools provide you need to be perceived, regularly compared and analyzed, and above all translated into action plans. We’ll tell you today how you can do it. And what is important.
Regularity
The most important. Set yourself or your social media team regular appointments that Analytics is on the program. This does not have to be every day, but at least once a week should be taken for granted. How about starting every week with a look into the analytics tool of your choice and deriving the corresponding to-dos for the week from the results?
Set Priorities
When determining the To-Dos you should definitely set priorities. From the masses of data, the Analytics delivers, you can feel already killed. But you do not have to analyze all of them and not derive them directly from all measures. Take care of the most important construction sites (such as too high a recharge time or a suddenly massively increased bounce rate), and focus on your most important goals.
Incidentally, depending on what you want to focus on, you can personalize your dashboard in Piwik as well as in Google Analytics, specifically bring the key metrics that matter to you to the foreground and generate customized reports.
By the way: You can also have the reports sent to you by e-mail. Maybe every Monday morning as a reminder for the weekly analytics briefing?
Define goals
To be able to focus on your goals, you must first set them. And taken quite literally. Because you can define different goals in the analytics tools and analyze their achievement. It goes without saying that you want to boost your sales and that the purchase is one of your most important goals. In addition, you should also determine other goals, such as contacting us via the contact form, creating a customer account or subscribing to your newsletter.
Segment Target Groups
Not all your customers are the same and different customer groups can also result in very different analytics metrics. So that you can interpret the results as precisely as possible and deduce corresponding actions from them, you should know your target group exactly and segment it into different groups. If you create these in the tools you use, the results will be much more meaningful.
Patience and priority
The audience example shows: Analytics rarely speak for themselves, you also have to learn to understand them. Therefore do not despair if you can not translate all results directly into improvement measures at the beginning. The more you engage with analytics, the better you will understand it, and the more precisely you can relate it to your business realities. Therefore, give yourself and your team some time to get warm with Analytics. And in spite of all initial difficulties, he puts a high priority on everyday work. If the Monday’s analytics briefing over and over again falls victim to the high volume of work “again”, the project “E-Commerce Analytics” is doomed from the start.
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