Recently, EPiServer announced early access to a new product that will allow marketers to see data pulled from Google Analytics as they develop content for any web or mobile e-commerce, or social site. As a marketing professional myself, I understand the challenges that come with developing content that adds value to the user experience in an easy and streamlined way. Through talking with our customers, I've also learned that by EPiServer bringing analytics data into the workflow, content editors and marketers can make informed decisions and optimize their online presence in real time.
Improving the online presence
There are a number of ways incorporating analytics into an online strategy can give marketers better insight into the effectiveness of their online presence. For starters, it helps them understand and improve the user journey. How a customer interacts with your site is different based on your content or offer, but the strategy behind understanding their journey is the same. Understanding when and why a person would visit using a web site from a PC versus a mobile device, for example, is crucial to ensuring that you're providing the information the user would find most relevant according to what they need at that moment. Are they using your site for research? Are they using it for an impulse buy? Or are they using your mobile site to make and enhance social connections? Using Google Analytics, you can research patterns that validate assumptions about the user journey.
Understanding online behavior
I cannot overstress the importance of doing primary research. Many marketers want to cut corners when it comes to learning about their customers' behaviors, but that can be the kiss of death and end with a very poor customer experience. To avoid that cycle, you need first-hand information from your visitors like how they are finding your site, be it via social or a search engine, and how they are using your site, whether it be to search, shop, share, etc. You can uncover these important behaviors, among others, using Google Analytics.
Context is king
Making informed decisions is critical for marketers, especially when working across platforms. Context can make all the difference in a conversion and understanding the behavior of site visitors and customers has become an imperative part of the marketing process. I'm proud to say that whether it is social media, search or analytics, our platform has become a one-stop shop for online marketing effectiveness.