Why numbers matter – using data to improve your online marketing


You’re always focused on your online efforts – producing gorgeous images, captivating content and viral videos that you’re certain your audience will love. But how do you know that they’re performing as they should, and making an online splash in the way you predicted? Through data. Regularly crunching numbers gives you an exceptional insight into what your customers love – and helps you produce more of it.

So, why should you track your data?

 You can increase your conversions and your profit

When you’re tracking your e-commerce store, you’ll know exactly where people commonly stop shopping. And you’ll be able to use this data to make the process easier in the future, so other customers don’t run into the same problems.

Say your e-commerce store has a few steps before someone buys anything. First, they browse through hundreds of products. Then enter them into a wishlist. From here, they’ll choose their favourites to add to their cart – before meeting a few different payment screens. At which point they’ll (hopefully!) make the final purchase, sending you money.

But what if they don’t – where did it all go wrong? By tracking the data, you’ll be able to see where the problem lies, and fix it. If most people drop off straight after adding items to their cart, email them something to remind them about their sad, forgotten cart. If they stop shopping as they’re entering their payment details, maybe the process is too confusing.

You’ll see what content’s performing best – and worst

With data, you’ll also be able to see what content people love and hate. MailChimp email software lets you test your subject lines and see which ones are performing best. Here’s how. You may have 3000 subscribers to your email newsletter. Take 500 of them and send two emails – they should be identical except for their subjects. If 75% of subscribers open email A – but only 25% open email B – you have a winner. You’ll now know the best subject line to send to the other 2500 subscribers so they’re sure to open up your email.

On social media, you’ll be up-to-the-minute

When is the best time to post on Facebook to reach the most people? How about Instagram? The answer definitely depends on your industry and the best way to find it is by tapping into your social media data. Using software like Facebook Analytics or Iconosquare for Instagram, you’re able to see when your audience is responding most – and then post more at that time of day to get their attention more.