When marketers approach a website content refresh (as opposed to a design refresh, which is done less frequently), they often delve into the visitor data, using analytics tools like Google Analytics, Kissmetrics, and Mixpanel as well as website survey tools like Foresee or Qualaroo to understand what’s working and what’s not. But in my experience as a digital marketer, the insights that can be drawn from metrics like time spent on site and bounce rate or from subjective opinions are limited.
What if there was an objective way to measure the impact of content—beyond site data—to deliver more effective and consistent communications?
Using communication analytics to inform your website content refresh, you can now answer these three questions more quickly and effectively:
- How do I compare my website to competitors?
By using communication analytics, in addition to conducting a traditional competitive website audit, you can quickly compare the effectiveness of your website language to that of competitors and identify areas to better differentiate your content. In a competitive marketplace, you often get only one chance to make a first impression, and with your website often the first stop for prospective buyers, you need to communicate your value proposition and key messages as effectively as possible.
- How can we better promote our key brand attributes on our website?
Developing and executing a content strategy is only half the battle. Subjectively, you may think your content is effectively laddering up to key brand attributes such as innovation, thought leadership and expertise, but there is always room to make these key brand attributes stand out even more. Using communication analytics, you can easily identify opportunities to get those messages across and position your organization to achieve business goals.
- How do we effectively prioritize website content?
With results in hand, you can then start to prioritize and identify which sections and pages are the strongest and which are in greatest need of a refresh. By using communication analytics and benchmarking the content against competitors and best-in-class websites, you can focus on the content areas that will really move the needle, saving invaluable resources—both time and money.
Fun fact: A Massachusetts Institute of Technology study found that companies employing data-driven decision-making had a five to six percent higher productivity rate than those that did not.
As we approach the second half of 2015 , it’s time to ask what new data-driven insights you can use to drive more effective marketing communications and improve your website.
Read more on communication analytics from Quantified Communications.
To learn more about how we can help your team use data to inform and improve your website content strategy, contact us at firstname.lastname@example.org.