For a corporate website to function at its best, it must be integrated into an ecosystem that includes various off-site tools and services. Why?
Because these external services can provide data and convey vital information.
We can say that without these tools, a corporate website today would be almost completely useless: there would be great difficulty in carrying out analyses, creating advertisements and spreading content.
The main tool for analysing a website is of course Google Analytics.
Google analytics monitors and tracks user behaviour on a website, providing us with valuable statistics and data to understand how users navigate through the site.
For example: how many users reach the contact us page? Where does this traffic come from? How long does a user stay on the homepage? What age group do our users belong to? And so on.
Using it at an advanced level, Analytics becomes a very powerful tool: it gives us information about the transactions that take place on the website, it tracks the actions we want, it crosses different types of data. We can understand what works within the site, what we could change, what kind of users we are dealing with. The study of data with Google Analytics is deep and comprehensive.
We at DevInterface integrate Google Analytics (and the websites we create) with two other equally powerful Google tools: Google search Console (essential for indexing and ranking on the Google search engine) and Google Tag Manager, which allows centralised control of all the tags (small portions of code) we add to the website, useful for improving its performance.
Curious to see how Google Analytics works? Try the demo account that Google provides.
Here the two main tools are Google Ads and Facebook Ads.
Google Ads attracts both warm audiences (users who are looking for something) with Search campaigns and cold audiences (users who are not looking for that particular service or product but might be interested) with display advertising.
Facebook Ads works like Display advertising on Google: it attracts cold audiences that might be interested in the offer.
Cold audiences are difficult to convert immediately to the desired target, which is why you have to build longer or shorter funnels that build the user's costumer journey.
The special power of display advertising is remarketing: segmenting the audience and tracking it allows you to send as specific messages as possible.
Want to learn more about remarketing? We talked about it in this article 'The Real Power of Web Advertising' .
Tools for channelling content
An important (and often underestimated) means of conveying the content you produce on your website is the newsletter.
With the newsletter, you have the advantage of reaching an interested audience (your customers and newsletter subscribers) without going through a search engine or social media. It is therefore an important communication, which can help to understand a service, promote a product or offer discounts and more. The newsletter is the direct thread between the site and the users, between your business and your customers.
The Mailchimp Newsletter service is excellent for sending newsletters, for dividing users into different lists and segmenting the message.
Of course there are many other tools and services to improve the performance, analysis and content of a website, but the ones we have seen, Google Analytics, Google Ads, Facebook Ads and Mailchimp are essential for the success of a website.
If you are interested in these services please contact us, we will find the right solution for your website!