To improve your conversion tunnel, better understand your audience, and build customer loyalty, analytic tools are essential. These tools will allow you to analyze the data coming from different acquisition channels in depth to make sense of it. For this reason, these tools are very important to evaluate each acquisition lever and optimize your digital strategy.
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What are analytics tools used for?
Analytics tools are mainly used to analyze the behavior of visitors to a website. The information you get from them will then help you make decisions regarding your web marketing strategy.
This data is very important for your business, as it can be used to segment your audience and understand who is buying your products or services. In addition, it is possible to better understand the behavior of Internet users on your website and identify areas for improvement. This can be the ease of navigation, accessibility, or the relevance of the information provided.
The analytics approach is part of a continuous improvement of your offer. Thus, the analysis tools are essential to improve the user experience and ultimately build customer loyalty.
In addition, analytics is ideal for facilitating the sale of your products or services. Segmenting customers according to different criteria allows you to precisely target a type of audience with a type of message and a suitable product. This match between your proposal and the needs of your customers improves the relevance of your actions. As a result, the conversion rate and the number of sales increase naturally.
Finally, the joint analysis of the revenues obtained and the marketing expenses on a segment of your audience is strategic to increase your profitability. Indeed, analytics are ideal to take a step back and know precisely where to deploy your resources in terms of time, human resources, or budget to reach a maximum ROI.
What are the different types of analysis tools?
Generally, analysis tools can be divided into different categories:
- Content analysis tools
- Customer analysis tools
- Social media analysis tools
- Product analysis tools
- UX analysis tools
- Etc.
The use of a tool depends on your specific issues. In the field of web analytics, tools focused on audience data and the various acquisition channels (social networks, Google Search, applications, etc.) are preferred.
What are the most effective analysis tools?
To measure and analyze the data collected in a relevant way, it is necessary to have efficient analytical tools. By increasing the number of visitors to your website, they guarantee an excellent return on investment.
Amplitude
One of the most popular audience measurement tools is Amplitude. It will allow you to better understand the behavior of your visitors. Thanks to precise statistical data, this SaaS software will establish clear trends. You will then be able to use them to manage your digital strategy. In addition, Amplitude offers you the opportunity to deploy A/B tests quickly. They are essential to identify what works and what needs to be improved. All this allows you to offer a smooth and pleasant experience to your customers. The result is a higher conversion rate and increased sales.
Another very reputable software for website analysis, Mixpanel offers in-depth and very qualitative analyses. One of the major assets of this tool is the possibility to connect many traffic and user data sources such as Google Cloud, AWS, Segment, or Census. beyond website analysis, Mixpanel allows you to segment and analyze user behavior on many products and services.
To optimize your online marketing strategy, Google Analytics is particularly suitable. This software solution is able to analyze the audience of your website or your publications via key performance indicators. This allows you to refine your actions and make the necessary optimizations to improve your commercial offer. Moreover, Google’s Machine Learning capabilities are an undeniable asset to improve traffic acquisition or to improve your conversion funnel. The tool provides a wide range of information about users, from geographic regions, to the amount spent, to the likelihood of a customer repurchasing a product, to the products that are most likely to be purchased.
What can analytics tell you?
First of all, a well done analysis using the best analytics tools, will provide you with clear and accurate information about your audience. These will take the form of key performance indicators or KPIs. We can mention in particular:
- The acquisition rate
- The conversion rate
- The bounce rate
- The number of visits over a given period
- The number of unique visitors
- The average time spent for each session
- The average shopping cart
- The number of pages views
- Etc.
As you can see, taking into account all this information will be very useful to facilitate the optimization of your strategy. This data is all the more important as it respects the legislation on personal data (GDPR). Indeed, this is so-called first party data and you can use it with peace of mind to improve your digital communication and optimize your ROI.
In concrete terms, this data allows you to understand the customer’s path on your website or your application. You will know which types of customers buy your products and which pages are consulted on your website. Shopping cart abandonment or customers leaving your site are no longer an enigma, because data analysis allows you to identify the irritating points that lead customers to abandon their purchase.
Thus, analytics indicate your strengths and weaknesses and allow you to know:
- The main acquisition channels
- The most profitable traffic sources
- The search engines used
- The irritating points of the customer journey
- The technical problems on your website
- Etc.
Therefore, your entire digital strategy can benefit from analytics tools.
