Insight and interpretation has long been at the very core of
retail excellence. Understanding your customer, identifying their needs,
behaviours, challenges and obstacles and ensuring your retail store can
effectively cater for these individuals has set many a retail outlet apart from
it’s competitors. The same criteria for success hold true for online retail.
The best (and most profitable) online retailers are continually reviewing and
interpreting real time data and feedback from customers to help develop a more
immersive and enjoyable online experience.
Developing a rounded approach to online retail has delivered success to a cross section of industries and has proved a minefield for many small and mid-level retail companies. However, there are a range of tools that can help you embellish your online offering, help your company grow online and most importantly, deliver much more than just a “best practice” experience for your customers. In this blog, we rate just some of the tools that are of benefit to Irish Retail Companies in pursuit of online success.
The Old Reliable
How It Works
Google Analytics is a powerful and free tool from Google that works through the addition of a unique piece of code to your website. This code includes a unique UA code that determines where information is sent when a visitor visits your website
What It Does
Use Google Analytics to find out pretty much everything you
could want to know about your website visitors. From the mobile device most frequently
used by your visitors to how long they spend on site, Google Analytics gathers
an incredible amount of data.
What You Can Learn
Practically everything. There is simply too much too learn,
however below are some of the key things that retail store owners could and
should be interested in learning though Google Analytics.
Marketing Channel Revenue Return – How much revenue is my
website generating from my digital marketing efforts. Now a newspaper
advertisement can’t do that for you.
Unique Users – How many unique visitors have come to my
website? A very similar trait to a footfall metric for your bricks & mortar
Cart Abandoners – How many people have thought about buying
something, only to leave it back and walk back out the door.
Visitor Demographics – Understanding the age profile of your
online customers can help you make better sales promotion choices.
These are just 4 of the plethora of information, that retail
stores can learn through a Google Analytics account.
Dmac Media Score: 6/10
Google Analytics power is immense. However, it’s held back
by its complexity for people not using it every day. Don’t get us wrong, we
highly recommend that all websites utilise Google Analytics. Just don’t be
expecting to grasp it all at once.
The new kid on the
How it Works
Hotjar works in exactly the same fashion as Google Analytics – simply add a small piece of code to the website.
What it Does
Essentially Hotjar records how your website visitors
interact with your website. From your Hotjar Dashboard, you can watch up to 300
website visitor videos and determine the user pathways of choice as well as any
barriers to conversion that might be negatively impacting your performance. In
addition, Hotjar’s Heat & Click Maps can provide real insight into the
navigation elements most frequented by your website visitors as well as user
drop as they scroll through your content.
What can you Learn
Hotjar is a incredibly powerful tool for digital marketers.
We’ve used Hotjar to various degrees and have helped us identify a range of
issues and improve websites from a user experience. As we’ve already mentioned,
you’ll identify the user pathways most frequented by your visitors which you
can then use to enhance user experience. Pitfalls or barriers to conversion
also become glaringly apparent following a Hotjar review, enabling business
owners to take action and become more successful online. We’ve also used the click
and scroll maps to empower call to action placement as well the positioning of
key website content, to provide users with next steps ands keep them engaged.
Dmac Media Score: 10/10
Hotjar’s ease of use coupled with simple rollout puts it the
top of our list. The wealth of information and interpretation gives unrivalled
insight into how your visitors interact with your website.
An oldie but a goody
How it Works
Keyword Planner is a tool associated with Google Ads, which can be off putting for business not looking to engage with paid advertising. However, this free tool gathers genuine keyword search data from Google, that can be subsequently used to develop organic keyword strategy.
What It Does
Keyword planner aggregates a range of keywords as entered by
the user offering real time averages from the previous 12 months data and help
you forecast future search volumes. You can use Keyword Planner to gain insight
into keyword search volumes from any country in the world, helping you identify
new markets beyond the boundaries of Ireland. You can also use it to help
generate keyword ideas that you might not have thought about through the clever
“Find New Keywords” option.
What You Learn
Essentially, keyword planner can provide key insight into
the search volumes for potential keywords. This can help you build an SEO map
and develop a strategy that will maximise your websites organic reach and
potential. In addition, Keyword Planner can help you plot the seasonality of
products meaning you can develop your sales promotion & pricing strategy to
coincide with in-season products.
Dmac Media Score: 8/10
An invaluable resource for both pay per click advertising and organic strategy, keyword planner is an integral part of a Digital Marketing arsenal. Yes, there are other keyword research tools, but we’ve found that real keyword insight for the Irish search market can be gained through Keyword Planner.
The SEO Partner You’ll
How it Works
Moz SEO Software is the brainchild of Rand Fishkin, a leader in the world of Search Engine Optimisation Tools. Moz is an easy to use SEO tool that essentially looks at your website from Googles perspective and tells you what can be improved to “Keep Google Happy.” Moz uses crawl technology, the very same as Google, however unlike Google, Moz feeds back any issues negatively impacting the websites organic perspective to you, the user.
What it Does
In effect, Moz sends a crawl bot in the very same way Google
does and identifies a range of website issues that are impacting how search
engines interpret your website. The issues it finds are then collated in an
easy to use site crawl interface, so you can make the relevant improvements. In
addition, Moz reviews the strength of your domain, pages & even details how
your website ranks in a weekly report, so you can see just how well your
website is performing in Google Search.
What You’ll Learn
The power of Moz is really harnessed through its easy to use
and interpret interface. Data from Moz is categorised into 6 primary headings,
which will tell you everything from how your websites ranks in Google Search
for a specific keyword, to how your website stacks up against competitors. We
regularly use Moz’s site crawl tool to improve overall website efficiency and
performance from Google Bots perspective. This incredibly useful tools direct
our both our manual and technical SEO efforts for clients. We also use the
links tool to great effect, examining our clients domain and page authority
regularly to evaluate our link building efforts.
Dmac Media Score: 8/10
Get on top of your technical and manual SEO efforts with Moz software. It’s easy to use interface coupled with insightful data can help your website climb the ladders of Google and gain real traffic.