does my website need business intelligence

Right now you probably have pages on your website that are ten times more effective at converting your visitors than any other page. Do you know which pages?

Why would your website need business intelligence?

The Pareto Principle says that 80% of our results come from 20% of our effort, and also that 80% of the problems come from 20% of the sources. This is never more important than in business. Business intelligence helps us to think more like Pareto.

As business owners we are constantly seeking the 20% of opportunities that will lead to the majority of our business success. We also need to constantly seek to eliminate the “small” obstacles that lead to 80% of our problems.

Let’s have a look at how this plays out with your website.

Right now you probably have pages on your website that are ten times more effective at converting your visitors than any other page. Do you know which pages?

Also, right now you probably have pages on your website that, when viewed by your visitors, cause them to leave your website and purchase elsewhere. Again, do you know which pages?

If you are investing in digital marketing to send traffic to your website, some strategies are bringing much more traffic than others. Do you know which ones?

And out of all the traffic that is coming to your website, some of those visitors are ‘converting’ (i.e. they are buying your products or contacting you about your services) and others are not. Do you know how to identify what this small group of VIPs do or don’t like on your website so that you can attract and retain more of those people who will buy from you?

Being able to answer these kinds of questions is the purpose for business intelligence on your website.

Businesses who have both the answers to these questions, plus the resources to carry out what the market is demanding of them, are able to rapidly grow their sales and profitability. This is especially the case with internet-based businesses where a successful formula can be scaled rapidly, and a business can appear to be an overnight success.

When you see a successful business growing rapidly you can be confident that the business has a firm grasp of their numbers.

The Problem With Google Analytics

When it comes to internet-marketed businesses we have a set of tools that can be used to supply us with all this wonderful data about our businesses. Most of us have it installed already – it is called Google Analytics.

The problem is, we don’t make use of the wealth of knowledge that could be right under our noses because we don’t use it to the best of its capacity. In fact, most online businesses are barely scratching the surface when it comes to using Google Analytics – only capturing the default information that comes out of the box and no more.

This is partly because Google Analytics can appear terribly complicated and daunting, but also because frankly we don’t have enough time or inclination to use it well.

Using Google Analytics to its fullest requires you to learn how to configure in detail all the information that you might want to collect about your websites. Then once you’ve achieved that you’re now neck deep in numbers and rows and columns and weird-looking graphs.

It’s like starting an interesting new diet in the hope that you’ll look amazing in your new dress, only to discover that your diet requires you to weigh all your food and now you need to spend all your weekends fermenting cabbage.

Now this isn’t to be disparaging about Google Analytics – this tool along with several others in my website business intelligence toolkit can give you tremendous knowledge and insight about how to improve your business. And they’re free! The trick is to make it simple.

you don't have to be a nerd to use business intelligence

Keep it SIMPLE

In this case simple means –

  • No looking at rows and columns of data until your eyes hurt.
  • No having to wonder what it all means.
  • No googling nerdy things like – “how do I implement cross-domain tracking” (and then having to actually understand what Google tells you).
  • No having to remember when you last checked your data or keep up some kind of regular schedule.

Do you think that website business intelligence would help your business? Would you like it be be both effective and simple? If so, I hope you’ll join me in the next blog post as I share with you some tips about how to do it!

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keneena fanning

This dashboard is sooo much easier to read than the Google Analytics one. I love that you explain what each table means underneath - super helpful. I definitely love visual rather than written info so the graphs are great - and make it much easier to see trends etc. Especially helpful to see where traffic is coming from and how it's converting so I can see where to focus my efforts.

Keneena Fanning Kablooie Store Basic Dashboard May 25, 2017

Adam Pond testimonial for Petra Manos Web Data Analytics

Petra worked with the team at SEALadder to provide and educational overview and introduction to Google Analytics and Google Tag Manager. It was great to have someone explain the difference and why both are important. She took us through our own implementation rather than a hypothetical setup and showed us how to set everything up, ensuring that we had a video recording of our meeting so we could refer to it again in the future, which we did. I'm looking forward to having another session in the future when we have more data and taking our analytics to the next level.

Adam Pond SEALadder Strategy Session June 28, 2017

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Petra helped me set up many aspects of Google Analytics, and I now feel confident in finding the information I need. It's definitely increased my understanding of my website audience and the data that comes out of it massively!

Hannah Noble Nipenda Blog May 25, 2017

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

Nicholls Web Consulting

Utilising Web Data Analytics findings, we have made significant discoveries in user behaviours, and made recommendations based on the available data ensuring that our clients have a well-informed view on their customer’s actions within the web environment. We have found insights from Web Data Analytics have influenced our recommendations in terms of channel spending, and also ways to increase customer conversion based on optimization efforts. I have found Petra easy to deal with and, importantly to us, this works in with our objectives to ensure our clients success.

Eben Nicholls Director - Nicholls Web Consulting Strategic Analysis Report, Booking Gateway Attribution Report June 21, 2017


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