Website tracking is the umbrella term for monitoring your site. You’re probably already using some form of tracking, even if you have never seen the results, as most website developers will install Google Analytics as part of a website build. The most common form is traffic tracking, literally monitoring how many people visit your site. The next stage is UX tracking where user behaviour is monitored, trends are identified and the user experience can be improved. It’s also common to track user site settings which allows shopping carts or log in details to be saved, making the experience smoother for your clients.
The aim is simple, watch what your site visitors do, what they click on, how quickly they ‘bounce’ from your site and whether they are browsing from a mobile device or a desktop. You should then use this data to create a better website experience for users and for targeted advertising campaigns.
The aim is simple, watch what your site visitors do, what they click on, how quickly they ‘bounce’ from your site and whether they are browsing from a mobile device or a desktop. You should then use this data to create a better website experience for users and for targeted advertising campaigns.
To improve your digital marketing efforts, you need to know more about your target audience, site visitors and how successful your current online marketing campaigns have been. In short, you need to review the data, including:
These data reports can be used to improve your marketing. High bounce rates show that visitors are not interested in what your webpage has to offer, so it’s time to change the content or layout. Equally, the longer visitors spend on each page, the more interesting, valuable and relevant the information is. Knowing where they click next and whether they become a client tells you whether your funnel is working, or if it needs some tweaking.
Your digital marketing strategy can be shaped by this data. You’ll be able to identify which type of content works, how to lay out your page to maintain interest and where to place your internal links to encourage visitors to click through to other pages. Most importantly, website tracking allows you to see where visitors are arriving from. This will tell you which of your marketing campaigns are working and which are not.
You should note, there are two main types of website tracking:
This is performed by your website and uses cookies to track the behaviour of a visitor. These cookies allow you to offer users similar products or services next time they visit. They provide you with information about the most popular products and services on your site and improve the visitor user experience.
As the name suggests, third-party tracking is provided by an external website. These cookies follow visitors for longer to collect information about them and allow targeted advertising. They are not generally useful to you.
Tracking means you’re collecting information about visitors to your site. You should be transparent with visitors, telling them that you use tracking cookies. All visitors must have the opportunity to opt-out.
While much of the data you collect is anonymous, any identifying details must be securely stored. Any data breach means damage to your reputation as clients are likely to lose faith in you. Of course, before you use any data collected to assist with digital marketing campaigns, you need to ensure you are adhering to industry regulations.
Getting visitors to your website and converting them to clients is challenging. WEBPRO Creative can help you track your website traffic and potentially boost client numbers.
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