Creating a compelling online experience is top of mind for most businesses. Many of us use numerous tools and technologies to ensure we can achieve this goal. Yet a survey we conducted of nearly 600 online businesses found that while companies are employing many different on-site technologies, the majority (68 percent) is unsure about whether or not they are effectively utilizing the important data gleaned through these applications to recruit new business and maintain customer loyalty. Additionally, only a little over half (55 percent) say they integrate these various applications—which can be seen as a missed opportunity to impact their marketing efforts and further improve the user experience.
Our research also found a lack of confidence in online analytics. While nearly 95 percent of online businesses are using analytics to track conversions, measure campaign effectiveness, conduct keyword research and better understand their customers, 63 percent aren’t confident in the data.
With such uncertainty, how can you ensure your online marketing tactics are achieving your goals? Here are some suggestions to consider when assessing your technology investments.
Integrate, integrate, integrate
While not a new concept, it’s clear from our survey that most businesses still aren’t combining applications. Yet integrating technologies like site search with user reviews or online video can dramatically accelerate results vs. using these applications singularly. In today’s highly competitive sales environment, focusing on integration can drive sales and conversions, and engage your customers on a new level.