The Analytics Mistakes that Can Kill Your Marketing
Thinking Correlation Equates to Causation
Statistics indicate that violent crime rates go up as ice cream sales increase. This is a correlation, but it does not mean ice cream causes violent crime. In fact, the two actually rise as the weather gets hotter. Never think that your internet site traffic increasing or decreasing is definitely related to a concurrently running web marketing strategy. Go deeper into the analytics to find out if they are really related.
Failing to Filter Out Internal Traffic
Analytics tools will record the number of people visit your website on any given day. Unless you have set everything up appropriately, though, this will include internal traffic. This is traffic coming from your own company, and since personnel may need to visit the site multiple times a day, it can really skew the results. Fortunately, you can rule out your company's IP address from the results, but if you choose not to, remember that internal traffic is not necessarily indicative of a great campaign.
Counting Views like they're Visits
It cannot be understated that webpage visits are different than webpage views. If a customer is doing research and visits 12 of your pages, that is still only one customer. If you mistakenly believe that 12 page views are unique visitors, the analysis of your current web marketing strategy will be far from accurate.
Correctly using analytics can be perplexing, and this is why many firms hire third parties to handle it for them. Whether you are handling analytics by yourself or simply want to see your numbers, avoiding the previously mentioned mistakes can go a considerable way in better understanding the data.
If you need help generating leads, please call us. We have an excellent lead generation program where we pay for all your advertising expenses and take all the risk for you. You only pay when you get results. This is a massive undertaking and understandably we're limited in how many companies we can help at any one time. If you're interested and find the program paused or not available, just leave your details and we'll let you know when it re-opens.
