How to Blend Web Analytics and Digital Marketing Analytics

Marianna Muscat - Tuesday, April 12, 2022

Want to discover how to blend web and digital marketing analytics?

There are multiple ways you can monitor the performance of your marketing campaigns. It’s crucial to understand the progress of your digital marketing strategy, how your users interact with your website and your most popular and least popular products. Doing so will help you map out your subsequent marketing steps and any changes you need to make.

For example, if you notice that your marketing efforts aren’t paying off for your business, you might be missing some crucial data points that are causing you not to see the whole picture. 

Fortunately, combining web and digital marketing analytics can help you determine if you are missing critical data and improve your marketing effectiveness.

This blog post will cover the differences between web and marketing analytics and how you can combine the two.

The Difference Between Web Analytics and Marketing Analytics

Before we jump into the differences between the two, let’s first cover what web analytics and digital marketing analytics are.

Digital marketing analytics looks at how users interact with your site, how long they spend on your website, when they leave, and when they decide to switch to mobile apps. It essentially compares your online marketing channels and their conversion rates.

Web analytics analyzes the performance of your site. However, most businesses go beyond just a website. Consequently, it’s not adequate for companies to monitor just their website performance. 

As a result, the main difference between the two lies in the fact that digital marketing analytics doesn’t only monitor your website marketing performance but also the performance of other online platforms like CRMs, mobile apps, and social media platforms.

How to Blend Web Analytics and Digital Marketing Analytics

Here’s how you can link web analytics to your digital analytics:

  • Use your site’s web analytics to track unique visitors, bounce rate, and other metrics that you can use to achieve business goals and boost customer experience. 
  • Combine your web and digital marketing analytics in one platform. This way, you can evaluate how the different digital channels influence one another.
  • Store your web and digital marketing analytics in one location. Here, you should gather data from call tracking services, ad services, CRMs, and other sources.

If you need some help with creating an excellent digital marketing strategy, visit the WSI New Media Marketing website today.

We are a full service digital marketing agency in Greensboro, NC and our services include SEO, paid search, website design, build and optimization, inbound and outbound marketing, and more.

Creative Mobile Marketing Ideas Discussed

Marianna Muscat - Wednesday, September 8, 2021
Creative Mobile Marketing Ideas Discussed

Let’s take a moment to discuss some new SEO, digital marketing, social media marketing and mobile marketing ideas.

Few industries evolve as rapidly as mobile marketing. With consumer habits and mobile technologies changing so fast, your mobile marketing needs to stay a step ahead of your competitors and remain relevant with mobile users. According to industry forecasts, targeted mobile advertising spending in the United States is forecast to surpass $32 billion by the end of 2023.

One of the big trends for 2021 is conversational chatbots which respond to customer questions by mimicking human interaction through a combination of pre-programmed scripts and artificial intelligence. User Generated Content is also growing this year and can be a very powerful weapon in your mobile marketing arsenal; while social commerce and shoppable advertisements integrate commerce into the social media platforms for a seamless shopping experience.

Product Launches Using Mobile Marketing

As consumers upgrade devices to take advantage of carriers’ 5G technology, mobile marketers must be prepared to exploit its capabilities.

Using mobile marketing for a product launch just makes sense. You can easily define a target audience and marketing plan to expose your product to targeted users over time. You can target according to geographical area (by using geofencing) as well as many other demographic criteria, providing opportunities to tweak your message.

How Do You Measure the Success of Your Mobile Marketing Campaign?

At the start of the campaign, make your key performance indicators (KPIs) as a social metric for your success. KPIs work best when they can be measured frequently and are easy for everyone to understand and work with.

There are other quantifiable metrics you can use too: interaction rate, mobile payment methods, codes, and coupons; click-throughs from a mobile site to your regular site; click-to-call rate, retention rate, and behavioral differences which can easily be tracked through cookies.

Ensure that the various elements of your site infrastructure lead to mobile optimization. In other words, bear in mind – when designing your site and your campaigns – that consuming content on mobile devices is different than it is on a desktop. For example, you need shorter sentences, engaging headers, and relevant media, like high-quality images and videos. Make it easy for users to skim through content.

Forecasts indicate that targeted mobile advertising spending in the United States will surpass $32 billion by the end of 2023. Remember that your mobile marketing strategy is a crucial pillar of your overall marketing objectives.

To help you apply these ideas to your business, WSI New Media Marketing offers a wide range of mobile marketing and responsive web design services. Contact our friendly team now at 336.763.4006 or online.

Conversion Rate Optimization: The Key to Turning Leads into Buyers

Ken Bowden - Thursday, October 15, 2015


Conversion Rate Optimization: The Key to Turning Leads into Buyers

Congratulations!  Your marketing campaign has proven successful and you are getting leads to your website. The problem now is that you’re not seeing a high enough ratio of leads turn into buyers, right? That can be fixed, and that’s where conversion rate optimization comes into play.

What is Conversion Rate Optimization?

Conversion rate optimization (also known as CRO) is a method for boosting the percentage of leads to your website that actually turn (or convert) into paying customers. In some cases, it may just be to entice more people to take a specific action, even if it isn’t necessarily a sale.

In short, you need to make sure that you not only have traffic and leads, but that your leads are as targeted to your chosen audience as possible. It’s a waste of your efforts if you entice 1,000 people to click through to your website selling a specific product – if only 25 prospects in the audience expect to buy it. It’s also a waste of your money.

Why Your Conversion Rate is Important

Higher conversion rates mean a better return on your investment. You will allot a certain dollar budget to your marketing campaigns each month and you of course expect that money to bring results. It’s ultimately cheaper to find more targeted leads than it is to simply find more leads. In other words, quality over quantity is important.

Improving Your Conversion Rate

There are a number of things you can do to increase your conversion rate. As with most marketing elements, you’re going to want to test each campaign and see which performs best.

  • A/B Testing is when you run your campaigns towards two similar yet different landing pages. If each gets the same amount of traffic but one results in 100 sales and the other 200, you’ll know which one is the winner. Keep the ones with the most conversions and attempt to improve on that result for your next A/B test.
  • Clarify your value proposition in your marketing content. Chances are, you are probably not the only one selling a product like yours. Your potential customers want to know why they should buy from you instead of seller-X on another website and will want to see what value you can provide them. What makes your offer clearly different? At least one element needs to exceed what your competitors are offering.
  • Avoid technical jargon. Chances are, whichever landing page is converting better, is the one where you’ve used the most simplistic language possible.
  • Build trust. The #1 reason someone won’t buy from you is because he doesn’t trust you. Make sure your information is personal and accurate.  Do your best to show you are a real organization; highlight your areas of expertise; make contacting your organization easy; and make sure your website is absolutely professional.

There are a lot of things you can do to increase your conversion rate, but we also know you’d rather spend your time working with your customers and developing your products and services. Call WSI New Media Marketing at 855-856-4980 to discuss how we can help you with your online campaigns.

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