Starting a business that you want to run online is a decision that implies a lot of preparatory work. A proper marketing analysis will provide you with an accurate picture of what your clients look like, and what problems your targeted domain is posing. Using tools available online makes it easy to perform an analysis of this kind.
How can web analytics help
Web analytics tools are the first things that spring to mind. There are many providers of such tools out there, starting with the biggies, like Google, or Yahoo!, and going to more specialized, or niche, providers. Regardless of their differences in size or affordability, these tools give you the possibility of visualizing statistics related to incoming traffic. This means that you can find out not only how many visitors your pages have received, but also the location of those visitors, the frequency of their visits, the number of times they return. Most importantly, such tools give you an accurate measure of what your visitors pay attention to when navigating through your page. The information acquired through these tools is crucial to the well-being of your site, since you can target your online activity to address precisely the aspects that the analytics tools tell you are important. Knowing which page gets the most visits will, obviously, make you concentrate your activity towards that page. This saves you a lot of time spent to figure out where the viewers go when they access your site.
Customers gained and customers lost
Another important advantage of using web analytics to assess your business is that you can calculate (it it isn’t calculated for you) the conversion rate of your website or blog. This indicator shows you how many of those who have visited your site do more than just stop at the entry page. In other words, it is very useful to know how many of those people clicked on relevant data, followed relevant links, or ordered from you. You can track their actions with the help of the same tools.
The other half of the picture is also important: seeing the number of those who have turned away from your site may help you take measures to improve viewers’ experience. It is only when you see potential customers leaving empty-handed that you realize that things need to be done to bring them back. Maybe the target is wrong, maybe the content is not appealing enough, maybe the competition is offering more than you do. Whichever the case, web analytics shows you when time is ripe to go abound changing things in the life of your site.
Know your competitors
The internet is also a useful tool for finding information about those who represent your competition. Databases and directories are abundantly available online and can be read and analyzed without much effort. Blog and website directories are particularly worth consulting, because they can give you the chance to assess your business against the location, profile, and ranking of those against whom you compete. If you don’t have the time or the skill to do a competition analysis, it might pay to get a professional online marketing company to perform the task for you. Most of such companies are able to produce detailed reports on your competition, with information ranging such as prices, marketing strategies, positions of your competitors in relevant online markets, their online presence and the feedback they are getting from customers.
Know the words that describe you
Keyword research should not be overlooked under any circumstances, because it can show you the structure of the field in which you are trying to move and the types of responses your page elicits from search engines. Choosing the right keywords is the bread and butter of your internet breakfast, lunch and dinner, because these words are what drives the viewers towards your page. Once again, keyword analysis tools are available online, some free, some not. You can pick and choose to your heart’s content, but make sure you do it before launching the business.