In this day and age, there are a plethora of Analytics options to choose from. You could use 55 tools and get something different from each of them — but some are more valuable than others. Below are the top three analytics tools the marketing team at Cludo is utilizing in 2019 and some suggestions on how to get the most out of them as we roll into 2020.
1. Google Analytics
This won’t be a surprise to anyone. For a free (and somewhat basic) tool, Google Analytics provides a lot of data. More importantly, it’s the kind of data you need in order to know how people use your website. With all the enterprise level solutions out there, Google Analytics proves itself to still be incredibly valuable – and even better, it’s free!
Our most used feature:
- Behavior – We reworked our website navigation in 2019 to make the Cludo web experience more user-friendly and intuitive. The Behavior section of Google Analytics (the Site Content breakdown in particular) was an incredibly valuable resource when deciding which pages users would like to see in the main navigation and which should be linked throughout the website, but may not necessarily be a focal point of the navigation.
Suggestion for 2020: Start tracking your conversions through Events in Analytics. Event tracking will help take the guesswork out of what traffic sources (Google, Facebook, LinkedIn) lead to conversions and back it up with data. Even better, choose your top three most important conversions, determine their dollar value, and associate them with Goals — a way for GA to make it easy for you to determine how much value your marketing efforts are bringing.
There are hundreds of choices out there to address common projects such as SEO, content management, web accessibility and more. But how many software options can boast that they address ALL those subjects and more? Well, we know of at least one: Siteimprove. Siteimprove really allows you to go beyond basic user analytics (although it has those too) and get a peek into the staggering amount of data available on your website. There are multiple features and products available, but we are especially enthused about a few of them.
Our most used feature: Behavior/User Journeys:
- That’s right, it’s another feature that speaks to how users are behaving on your website. What can we say? We’re a search company, and that means we want to know what our users are searching for on our website (even when they don’t technically search for it.) Siteimprove’s User Journey section allow you to track what you believe to be important journeys in your website so you can discover how users get from one page to another. Do you want your users to go straight from your home page to your pricing page? Well, Siteimprove may help you discover that it actually takes six steps for your users to get from the first page to the second. It’s invaluable information for website improvements as well as understanding the type of users you are attracting.
Suggestion for 2020:
We’ve all seen heat maps, right? Not like Siteimprove does them. Use Behavior Maps to get a more detailed look into how users are engaging with individual pages on your website. You can break click data out by location or referrer, compare page scrolls YoY, and track the number of engagements by device type.
It’s not enough just to know what people are doing on your website. If they’re not acting in a way that leads to success for your business, you want to know how to fix it. And that leads us to the final tool in our arsenal: Optimizely. Optimizely is a tool that has been increasing in popularity over the past few years largely due to its user-friendly approach to A/B testing. Optimizely allows you to actively test out changes on your website, with your real users, and see which option provides better results.
Our most used product:
- Web Experimentation: Test out changes to your copy, design, CTAs, navigation and more with Optimizely’s A/B testing tools. Once you’ve isolated some areas of potential improvement on your website using Siteimprove and Google Analytics, start in on a plan on how to fix it. If your users are dropping off in the middle of your ideal user journey, can you test a page design change that points more obviously to the intended destination? If your bounce rate is abnormally high, can you edit your homepage design? Optimizely can help you address the pain points on your website.
Suggestion for 2020:
Drowning in so many good ideas and don’t know where to start? Try out Optimizely’s Ideas feature. Team members can log ideas for site optimization in the tool, and you can rearrange them based on prioritization.
4.*Bonus Tool: Cludo Site Search Analytics
We couldn’t end this list of helpful analytics tools without a little self-promotion. Here at Cludo, our own site search analytics dashboard is one of the most useful tools in our belt. You can use Cludo Analytics to answer questions about what your users really care about. Once those key questions are answered, there’s no limits to what you can do: navigation redesigns, value proposition shifts, copy changes and more await on the horizon.
Interested in seeing it for yourself? Get a free demo of Cludo today.