Retention is the key to building a great business.
When your core product experience brings your users back time and time again, you gain some incredible advantages. You spend less on acquisition, learn from your users faster, and start building a community through word of mouth and referrals.
If you can’t retain your users, you’re going to spend more on acquisition while not growing as quickly. You’ll spread distaste for your product, not delight. Soon, you’ll find that there are no more users out there to churn through.
Customers don’t usually see one ad and then click over to purchase.
In reality, the path is much more complex, and usually includes various marketing channels – organic and paid search, referral, social media, television.
But if you’re a rigorous and data-driven marketer, the question has to cross your mind: how much credit can I give each channel for this conversion?
No one ever said optimizing any website is easy. But at least if you’re working on an eCommerce site, you have clear metrics to hit. You have goals on which (probably) everyone agrees.
But what if you’re an analyst, optimizer, or digital marketer and working on a site without a clear conversion?
As marketers, we’re all trying to improve the customer experience and increase conversions. We have these things in common.
However, some marketers are much better at understanding their customer personas and doing the right kind of research than others.
What is comes down to is that delivering a single message to your entire customer base is an inherently flawed strategy. High-value customers, frequent browsers, seldom purchasers, brand enthusiasts and first-time visitors are all differently characterized and must be engaged uniquely.
This is where customer micro-segmentation comes into play.
It seems all technology is getting smaller and more efficient. It’s certainly true for computers, as smartphones are progressively overtaking their larger counterparts.
According to Dazeinfo research, there were about 1.13 billion smartphone users in 2012. This number increased by 27.1% in 2013 to 1.43 billion, and by 2017, nearly half of global mobile users are likely to own a smartphone.
Band-aiding a mobile experience is no longer a possible solution, as 70% of mobile searches lead to action on a website within 1 hour of searching.
Google might be the holy grail of analytics, and there’s little question that you need it plugged in if you want to track your website’s success. But that doesn’t mean Google Analytics is telling you the full story.
In fact, your analytics could be telling you outright lies.
For an web analytics analyst or a data-driven marketer, these are words to live by: “Without data, you’re just another person with an opinion.” [Tweet It!]
Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.
Web analytics analysis is a big part of that. It helps to separate the optimizers from just another person with an opinion.