With more and more businesses building their online presence, words such as analytics and insights have become mainstream. But how much do you understand about your insights, and what information are you actually getting from them?
Firstly, let’s have a look at exactly what we mean when we refer to insights. According to the Cambridge Dictionary, it is the ability to have a clear, deep, and sometimes sudden understanding of a complicated problem or situation.
When we apply this to the web, it is about getting a clear picture of how users are interacting with our website, and having a deep understanding of any issues or problems they may be encountering.
There are so many benefits that come with digital insights. They help you understand your customers better, improve their user experience on your site and make positive changes with speed.
Let’s look at what your insights should be delivering and the key components you need to give you the clearest picture across your website.
No matter what business you are in, it is essential to have a clear strategy in place, broken down into impactful key performance indicators (KPIs).
The goal is to be able to use your insights to determine what KPIs have been met and which areas need improving on.
By examining the data you collect through your analytics platform, you should be able to determine any issues that are hindering you from meeting your KPIs to quickly and effectively make changes in real-time.
Here are the key components that should make up your digital insights.
Understandably, one of the key roles of insights is to collect the information you need and feed it back to you.
However, it is important to note that the information you receive from your insights is only as good as the information you feed them.
What do we mean by this? Basically, you have to know what you are looking for in order to find it. This can mean many problems get missed along the way.
Your insights should be making you aware of issues you didn’t even know existed and feeding them to you in real-time. The only way you can ensure nothing is missed is by ensuring you can see everything.
The key features you need:
Once your insights have helped you find any problems that need improvement, the next step is working on a solution. Here are the key components you need to look at in this step:
Having identified the problems and worked on a solution, you need to be able to take action and fix any issues that arise.
Insights are only as good as the actions you take from them, so informing what needs to be fixed or tested is important.
As skill sets will be quite different from those exploring, to those doing roll-out, the easier you can make it to communicate required changes between the two teams, the better.
Information is power, and this has never been more true when it comes to website insights. In order for your website to run effectively, you need to be able to see the whole picture and not just a snippet.
While some insights offer information about who came to your site and what they did, they often miss an important component — how they did it. For example:
These are all issues that can result in lost customers and lost sales. Imagine if you could quickly identify minor changes and have a major impact on your conversion goals.
A few items Insightech helps with:
Insights are incredibly valuable if done correctly, and ensuring you have set yourself up for success can take out the guesswork and give you a very clear picture on what will grow your business.
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