Marketer's Space - Unlocking Customer Insights: A Deep Dive into Website Analytics Module – Part 2
Hello Marketers,
In our previous post, we looked at the "Goal Creation" feature in the Website Analytics module. This week, we'll learn about the Website Analytics module in action, focusing on the Dashboard, Acquisition, Behavior, and Smart URL.
Zylker Foods, a popular restaurant chain, is looking to understand their online audience and optimize their website for more satisfied diners. Jane, the marketing manager, uses Zoho Marketing Automation's Website Analytics feature to get this done.
Jane uses the Website Analytics Dashboard to see how many visitors are viewing the menu, both new and returning, and how many convert into orders or reservations. These Stats over time help her plan promotions for peak periods. She can also see which days generate the most traffic and where visitors come from through Stats by Day and Location stats. This allows her to tailor online promotions to specific days or target local neighborhoods with special offers.
The web analyst, Caleb, examines the Behavior Reports to understand how diners navigate Zylker's webpages. He looks at the All Pages report to see which sections are most popular and analyzes the time spent on menus to identify high bounce rates. This data helps him revamp confusing menu sections and improve content that resonates with diners. The Entry Pages report helps him identify how well different entry points, like the 'Order online' page or a specific social media campaign, are attracting new visitors and guiding them towards completing reservations and how many complete Goals like signing up to their newsletter. Caleb can also track which pages diners exit from, such as confusing ordering forms. This helps refine these pages to keep diners engaged and prevent them from leaving without completing a reservation.
Matthew, the marketing strategist, focuses on the Acquisition Reports to see where Zylker's diners come from. He digs into the Channels to identify which sources, like social media or search results, bring in the most customers. By looking at Source/Medium, he can pinpoint the exact campaigns that are driving reservations, such as the "Weekend Lunch Specials" post on Instagram or a food blog feature. He can also analyze website traffic across different locations using the Country report to target specific cities with special offers.
Sarah, the social media manager, creates Smart URLs to shorten long website links for sharing on social media. The Reports section shows her the number of people who clicked the link, both new and returning visitors. Performance by Time helps her examine traffic patterns to understand when diners click the link, which can assist in determining peak times for online reservations. She can also monitor if the link is viewed on desktops, mobiles, or tablets using Performance by Devices to optimize the webpage for a smooth online ordering experience on every device type. Finally, Top Performing Countries identifies where their Smart URLs are being clicked the most, allowing them to target these locations with relevant marketing efforts.
The design team, led by Emily, the graphic designer, uses Smart URL to create QR codes. These QR codes, printed on flyers or product packaging, allow diners to scan and go straight to Zylker's online menu or order food without typing!
In conclusion, the Website Analytics feature equips you with a powerful set of tools and reports to gain insights on visitor behavior, pinpoint high-performing marketing channels, and craft targeted campaigns that drive conversions. In our next post we'll look at more features in Zoho Marketing Automation to enhance your marketing strategies. Stay tuned!
Regards,
Pearlin Nitika
User Education | Zoho Marketing Automation
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