One of the first steps we execute of any client audit is to visit their site and, using a tool like Ghostery, learn about what information is being collected on visitors. Our client had a lot of javascript trackers firing on their site; thirteen to be specific. In an initial meeting, we asked if those tools were being used. Like many companies, our client wasn’t aware of what the bulk of these tools did, nor using the data they were collecting.

Every bit of excessive code can slow down your site’s load time, which can be frustrating for your visitors, and is a negative search engine optimization signal. To that end, making the best use of the tags you are using, and removing others, is very important.

Omnifonic reassessed what tags should be on the site and recommended implementing them through Google Tag Manager. Initially, we were told that some important actions that their visitors were taking on their site were “untrackable.” We easily overcame such thinking to show that with the right tools and know-how, nearly every action from button clicks, to form fills on the site could be accounted for and given a purpose in the larger sales funnel. This data helped give deeper meaning to our reporting and helped inform decisions about what should be removed from sign-up forms, to which button placements optimally encouraged engagement.

When reviewing your own analytics, consider Google Analytics (the most common analytics package) as more than a glorified hit counter.  Google Analytics can tell you much more including what pages are your most popular, and if people are finding you from search, social media, or from other sources. It can also inform you what proportion of your audiences are on mobile devices, and even the demographic and psychographic details of your site visitors. Adding on other trackers can exponentially help your audience discovery and marketing efforts, but only if they are being used. We love helping clients reveal and make proper use of this data. Wondering if you can learn more from your site? Let us help.


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From Case Study: How We Grew a SaaS Over 31% in 8 Months