Pros and Cons Of Web Analytics and Conversion Optimization

Tracking, analysing and optimising is vital to the success of any marketing efforts, and even more so with online marketing efforts. Digital Marketing allows for easy and fast tracking, and the ability to optimise frequently.

However, it can be easy to become fixated on figures instead of using them to optimize campaign growth. Generally, macro, or global metrics should be looked at before starting to analyse micro elements of a web site.

Testing variables is vital to success. Results always need to be statistically analysed, and marketers should let these numbers make the decisions. Never assume the outcome – wait for the numbers to inform you.