How? Very easy: if you knew exactly which websites the users who end up buying on your website come from and exactly where the users who buy products in a specific category come from. Wouldn't it be much easier for you to attract more like them and thus increase your turnover?
But unfortunately, there are hundreds of statistics programs on the market, and very few of them provide you with this type of information.
Most of them offer interesting data from a technical point of view or from a basic statistics point of view, but not from the point of view of the marketing professional.
The truth is that in most companies, web statistics are still in the hands of the technical department rather than the marketing department. Although control of the web has been passing from technicians to marketing people in recent years, statistics are still in their first steps in the change of department. That is why the vast majority of programs that analyze them have been created by technical personnel, and are designed to be read by technical personnel.
This does not mean that a marketing professional does not understand them, far from it. What happens is that the data offered by these programs is aimed at meeting the knowledge needs of technical staff rather than those of marketing staff.
Think about your statistics program… does it clearly indicate which navigation path most of your users follow? Does it indicate the referrals of users who buy something on your website? Not really… it only indicates the referrals of your visitors, but it doesn’t distinguish between clients and visitors. Does it indicate which fields your users leave the forms in? There is an endless amount of information that you should be able to manage, but that your program doesn’t offer you.
On September 29, in Barcelona, a seminar was held Web Analytics dedicated to explaining the needs of marketing professionals and seeing how HBX, a statistics program geared toward marketing, could be of help to them.
During the seminar, some of the attendees expressed their concerns about analytics programs. These concerns included, for example, how to handle data from multiple websites (among the attendees there were several people who belonged to large corporations with dozens of websites and who wanted to aggregate the data from their websites). Other attendees expressed their preference for programs that analyze tags (small programming codes inserted in a web page) rather than those that analyze logs (server records), although they feared that installing tags on their pages would be complicated. Nothing could be further from the truth, as the seminar speakers showed us.
Back to the title of this article: how to make money with a web statistics program. The secret is to know as much as possible about your client in order to create a profile of them and thus make it easier to get many more like them. But to do this you need a good analytics program. One that deals with clients and not visits.
For this, there is nothing better than a program that can connect with our CRM. New generation analysis programs already do this. HBX automatically connects with programs such as SalesForce and in case the company has another CRM, a bridge application can be created that communicates both programs. In addition, with the identification by cookies, it is possible to follow the entire life cycle of a customer even before they formally become a customer, from the moment they enter our website.
The world of web statistics is definitely becoming a powerful marketing tool. Don't miss the opportunity to learn more about it. Find out what system you have installed on your website and learn how to use it!
