Identifying the right analytics tool for your B2B website

Abi Abrahams, Wednesday 15 August 2018
6 min read time
 

 

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Every business website is individual, with a distinctive look, feel and outlook and each holds a different levels of value to their organization. So how could one tool suit every website? The world of B2B marketing offers a plethora of different web analytics options, all with varying metrics and insights, as each business seeks different results from their online presence. Let’s discover how to identify the best tool/s for your business website, so you can be sure you’re gathering the data that will best drive your website to offer you outstanding results. 

 

Start by asking the right questions

 

When looking to select the best tool for running analytics on your website, it’s important to understand your intentions before starting. You need to ask yourself these questions: 

 

  • Why do I need a web analytics tool? Whether this is your first tool, or an addition to a current process, you need to know why you need the tool - not why you want it. An unnecessary tool won’t just cost you money, but it will cost you time and cloud your vision as you gather data you just don’t need.
  • What metrics do I need to measure? We’re not asking you to know precisely what metrics to measure just yet, but you need to know the level of metric detail you need. Are you just looking for the big, overarching figures such as web traffic and popular pages, or do you need more granular insight?
  • How will I use these metrics? Again, you don’t need a full action plan for this, and we’ll return to this later. But you do need to plan how these analytics will be used, and ensure you have the time and resources available to use the new tool, properly planning and implementing changes to benefit results.

Once these three questions have answers, you’re ready to dive deeper into your search for the perfect website analytics tool. 

 

Then set up your goals 

 

The answers to these questions offer the perfect springboard to set up some website goals - what do you want to achieve from your website? You can have a selection of goals, no matter how simple. Common goals often surround visitor conversion and content engagement, but they can be more specific - attract visitors of a certain industry, increase visit duration, achieve more calls from website visitors. Take time to map out these goals, organize their level of priority, and the exact metrics you’ll need to measure their success. 

 

Then dig even deeper, what KPIs will you put in place with your team when working toward these goals, how often will you take readings to report them, what are your targets? Just as we asked questions at the start, continue to do so with your goals.


Take time to align these goals with your technical capabilities. When investigating tools to help you meet these goals, you need to be sure in the technical ability to house their specific requirements - or else you’ll be wasting time and gain nothing. 

 

Now look to the tools on offer… 

 

We won’t list all the tools you could choose from, there are far too many! Though we can understand the different tiers of web analytics tools on the market, and what they can offer businesses. 

 

The most basic web analytics tools offer the “big picture” data; figures like total web traffic, most popular pages and browsers used by visitors. These numbers feature on most analytics tools, offering a website overview with need-to-know numbers. Tools like Google Analytics offer these metrics in abundance, but don’t dig much deeper into website analytics.


More advanced tools offer insight into the behaviour of online audiences, looking into user experience and user navigation. These tools offer functions like heat maps, so marketers can see what areas of their site is most engaging and visit recordings for users to see real-life journeys across their site. This offers an extra level of detail, so marketers can understand why those big picture figures have produced the numbers the
y do. They can learn what aspects of their pages encourage the behaviour they want to see. 

 

The most advanced tools offer extra luxuries that are more niche. Lead Forensics for example offers the big picture figures whilst identifying anonymous website traffic to offer a tool that focuses on both website analytics and new business lead generation. Users can soon see which businesses have visited their site, gain contact details for key decision makers and see a full journey breakdown of the time they spent online - all in real time. Find out more today!


Look at these tiers of tools and investigate what you think could work. Then make a shortlist, between 5-8 tools that appear to link up with your ground-work. 

 

Know the ending 

 

Now you’ve shortlisted some tools that link nicely to your questions and goals, there’s still a few more stages to go through before selecting the single best tool for your web analytics needs. Look to the end game - what you’re going to do with the metrics and data you collect from the tool

 

Ask how you plan to use this data (I told you we’d come back to this!). Plan the entire process, staring with the gathering and reporting of website data and metrics - where will you store it, how will you analyze it? Then ask how you’ll plan and later implement changes to benefit your results. Focus on what you can control - can you change your website content and layout, can you edit links for better optimization? If not, find out who can and ask if they would be willing to help you moving forward.


Have a full understanding of what you plan to do with the data your new tool provides, before making any final decisions about choosing one. 

 

Return to your questions

 

Now is a good time to look back to the original three questions and compare your shortlist of tools to your original answers. Do any of the tools line up with your initial list of requirements? And can any deliver what you ultimately need? 

 

Then ask one final question - how will you ensure a return on investment from your chosen tool? If this lines up with your goals, then it’s a thumbs-up, if not, then you need to think deeply about what this tool contributes to your overall pipeline.


If you’ve successfully moved through these stages and found a tool (or even a few tools) that measure up to your business needs and align with your web analytics strategy, then you’re ready to get started! If you’re still without a tool, then don’t lose hope; there are plenty out there to investigate - you’ll soon find the perfect one.


Why not discover how Lead Forensics can revolutionize your website analytics, whilst fuelling your sales pipeline with new business leads? Discover what businesses are visiting your website, what pages they looked at and how to get in contact with them, all in real time. Book your free demo today!

 

Free guide - Did you know, a humanized approach can revolutionize your business lead generation and change the way you plan B2B marketing strategy? Find out more- download The human touch: achieve humanization in a digital marketing world for free today!

 

The human touch: achieve humanization in a digital marketing world

 

Topics: B2B marketing, Lead generation, Lead Forensics, Website analytics, Business Growth

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