The Importance of Website Analytics

Scott Lambert

website analyticsWe might have all heard the saying, “It’s not about where you’ve been; it’s about where you’re going.” It points out the importance of our future and what we’re doing to get there, compared to the significance of our past.

But what is more important in the world of online marketing? What would you rather know about those visiting your website? Do you know how they’re finding your website? Do you know what they’re doing once they’ve discovered your brand online?

I admit, it’s a trick question. The answer is that BOTH are important: where people are coming from and what they do once they’ve engaged your brand/website online. To be able to decipher these behaviors, the installation of analytical tools and diligent monitoring of these metrics are required. This allows online marketers to make educated decisions on how they can better increase their site traffic and increase conversion rates for those that do visit their website.

Once you answer questions like these….

  1. How did people find my website?
  2. What did they do once they came to my website?
  3. How long did they stay or how many pages did they view?
  4. How far down the purchase path did they pursue?
  5. Where are they abandoning my website?

You will be able to answer questions like these….

  1. What keyphrases should I target in my SEO and PPC effort?
  2. How can I better optimize my conversion path?
  3. Is my landing page effectively communicating my value proposition?
  4. Am I attracting the right audience?
  5. Is my messaging appropriate for those finding my site?

Xcellimark can help you find answers to all these questions. Let us know how we can help you.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Inbound Marketing

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