Analytics have become synonymous with data-driven marketing, but there is an important distinction within analytics that can help accelerate growth by helping you understand your users.
Key web metrics typically include; unique sessions, average session lengths, bounce rates and other aggregate information. This type of data is great for optimising a site and understanding performance. However, it’s difficult to use this data to understand conversion drivers.
Consumer data is any piece of information that indicates how your customers are using your product or service and interacting with your brand. So, things like what the consumer is doing on-site, how they move from A to B, if they are exiting after achieving their desired goal etc.
The key here is that this kind of data is generated directly from actions. You’ll be able to get a complete view of your user’s journey, including how they interact, what they enjoy and what could be improved, by tapping into these metrics.
It’s difficult to design something that users intuitively understand straight out of the gate. After all, part of the iterative design process is to continuously get feedback and observe those using your product.
Make no mistake, web analytics, which are largely quantitative, can help you identify problem areas. For example, that the journey from form-filling to finalised sign-up needs improvement. However, that is just about all it can tell you. Consumer data, which is tied directly to the individual, can not only uncover the poor conversion process, but also show you other actions in each user’s journey, or help you uncover qualitative feedback that may be more useful in improving the conversion rate.
Success ultimately hinges on your users, so the more data you can collect and analyse, the more you’ll learn how to improve your digital approach.