Marketing insights from digital analytics

Jiayi Chen|12th July 2018

Data from digital sources, such as websites, apps or media, provide insights about your customers and your business. By using data analytics, we can better understand what works and what doesn’t. Typically there are three steps to grasping analytics:

  1.  Collect data

  2.  Analyse data

  3. Generate Insights

Both active and passive data are used to better understand your customer and their journey.

Active user data collection involves explicitly asking users for information, preferences and opinions. Passive data collection may be more complex. It may consist of sophisticated web technology or it could equally look like a manual entry into a historical profile, after a conversation with a customer service representative.

New technologies have made data collection and analysis more accessible and efficient than ever. Analytics software, such as Google Analytics, WebTrends or Omniture, is useful for analysing data and generating insights. However, these tools require credentials and are only available to website owners. Third party tools, such as SEMRush, are available to the public. They provide crawling data on public domains and give insights into the performance of competitors.

Taking your web engagement from 0 to 100

The use of imagery on healthcare websites has a significant impact on customer experience, which can be validated through analytics data that measures onsite user engagement.

Recently, we assessed the customer experience of a website designed to help patients have more informed conversations with physicians. The background image on the home page showed an elevator with a roadblock, which seemed to indicate the site was under maintenance. As a result, users who landed on the site may have thought it was unavailable and navigated away.

To validate this statement, we looked into the analytics data and found the bounce rate on the home page was very high, even though the website does not ask for any login details for access. This increased our confidence when we suggested a redesign of the home page, with the use of a better imagery.

These simple design changes reduced the bounce rate, and increased the amount of time users spent on the site along with number of pages they visited.

To find out how we can help you better understand your digital audience, get in touch with simon.young@bluelatitude.com

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