Your website is a treasure trove of data, waiting to be captured 24/7 by analytics tools.
Every action your visitors take is an opportunity to better understand your target audience and ultimately convert your marketing endeavours to sales. You can’t afford not to take advantage.
Newer web analytics tools provide a single, easy-to-use platform for adequate measurement of marketing activities, enabling you to analyse your website users and strive for a higher sales conversion rate.
However, there are certain steps that you need to follow for successful implementation and roll out of analytics software. I aim to address these now and set you on the right path.
Let your team know about your plans to use the software – sell them the benefits, become an advocate
Keep your team in the loop at all times. Tell them about the new software, sell the benefits, become a champion. Give an indication of when the software is likely to be implemented.
Get your team on board with any new processes, tell them of anything that needs to change
Let your team members know how the software is likely to affect their workload and processes. Cover this in advance for the best chance of a pain-free, seamless transition.
Plan any 3rd party software integrations – make the new software slot seamlessly into your existing process
Make sure the new software fits in well with your existing processes. If it affects existing activities, note down any changes required and action them ahead of software implementation.
Work with your technical team – your web developers may need to add code or make small changes to your company website
You may need to add a small section of code to your website in order to use the new software. Create a task for your web developers to action and test this.
Factor the new analytics/metrics into your marketing reports each month
Add new sections to your monthly reports so you have a solid timeline/record of your progress to work from.
Let your team know of any new KPIs – help marketers work towards them
Share the reports with your marketers, give everyone a clear indication of any progress to date and schedule regular team meetings or conference calls to run through the results and discuss future actions.
Strive to continually improve – think of it as an ongoing process rather than a quick fix, with time and effort you will produce the results you desire. And… when you’re happy with a particular KPI or goal, set a new one!
I wish you all the best on your journey to success with the adoption of new digital marketing analytics software.