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How To Use Analytics in Real-Life B2B Scenarios

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Chloe Bunce

How To Use Analytics in Real-Life B2B Scenarios

Chloe Bunce |
 
 
28 January, 2019

Effective websites can take weeks or months of strategic planning, design and development, so it makes sense that you would want to maximise your website’s potential after all the hard work. Measuring the effectiveness of a site through analytics is an important activity that will help ensure the platform continues delivering on your desired goals. However, if you’re unfamiliar with analytics tools, it can be quite discouraging exploring the extensive data contained.

To see the potential of analysing and utilising the data in real-life marketing scenarios, we’ve created our fictional engineering company, Industrial Ltd. The company launched their business website two years ago and want to use analytics to help improve lead-generation and conversions and to also tailor their online marketing plan.

Driving Lead-Generation

Industrial Ltd. needed a tactic to improve the number of leads the website was producing. With new business generation a key focus of their sales and marketing strategy, the website needed improvements to act as an effective sales tool. As analytics had been installed during the setup of their site, the solution to their problem was hidden amongst the data, so they sent it over to their trusted marketing agency to analyse audience habits and identify the problem.

The team used the site content behaviour reports to determine any negative trends, and whilst evaluating the exit rate over a six-month period, they noticed the product pages were unusually higher than any other. The product pages were designed to be the final step in a user’s journey before contacting Industrial Ltd. and providing them with a new lead. However, after visiting the page, there were no clear ‘next-step’ actions to guide the user through the site.

Once the problem had been identified, the company were able to have their marketing agency design and implement a new call-to-action section that would offer the user more technical product information and of course, the all-important link to their product enquiry form to capture leads.

Effectively Spending Digital Marketing Budget

A strict budget was assigned to all digital marketing activities at Industrial Ltd. therefore, the company wanted to ensure it was carefully investing on activities that would be most effective in helping them to achieve their lead-generation and conversion goals. The company were unsure which channel would be the most appropriate for their desired aim, so again turned to their analytics tool to evaluate the performance from previous traffic source data.

With their conversion goals already setup in Analytics for monitoring a ‘thank-you’ link that can only be accessed through contact or product enquiry form submissions, they could quickly see which of their traffic sources had the highest rate of conversion. Their report identified ‘referral’ traffic was top and after a deeper look, the most effective medium of referral traffic originated from industry news articles.

This information gave Industrial Ltd. the confidence to invest a quarterly budget to create quality press releases and case studies for submission to their top industry news sources. The company also decided to increase the reach by running a supporting display advertising and complementary business social media promotion.

Of course, there is no shortage of data and situations where analytics can be applied. If you need a digital marketing specialist to help review your website, provide structured feedback and help reach your overall goals, then consider contact Motion Marketing.

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Rob Cullum
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