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Using Analytics to Inform Your Microsites Strategy

Mitch Tor Picture

by Mitch Tor | Last Updated: Aug 12, 2022

Have you been using microsites in your marketing strategy to no avail? Introducing analytics could be the answer you are looking for. But how can you use analytics to enhance your microsites?

In this blog post, we will explore how you can use analytics to improve your microsites strategy. If your not to the point you have analytics to leverage check out our complete microsite strategy guide. We will also provide some tips on how to get started with using analytics for your microsites. Let’s get started!

Benefits of Using Analytics for Microsites

There are many benefits that come with using analytics for your microsites. Perhaps the most obvious benefit is that you can use data to improve your microsites. You can use analytics to see how people are interacting with your microsites and what areas need improvement.

In addition, using analytics can help you better understand your target audience. You can use analytics to track who is visiting your microsites and what demographics they fall into. This information can be extremely valuable when planning your marketing strategy.

Finally, using analytics can help you save time and money. By understanding what is and isn’t working on your microsites, you can avoid spending time and money on tactics that aren’t effective.

Getting Started with Analytics for Microsites

Now that we’ve gone over some of the benefits of using analytics for microsites, let’s discuss how you can get started.

If you don’t already have Google Analytics set up for your microsites, the first step is to do that. Google Analytics is a free tool that provides a wealth of data about your microsites. Once you have Google Analytics set up, you can begin to collect data about your microsites.

To get started, we recommend taking a look at the following reports:

The Audience Overview report will give you an overview of who is visiting your microsites. This report includes information on gender, age, location, and more.

The Behavior Flow report will show you how people are moving through your microsites. This report can be helpful in understanding where people are dropping off and what areas need improvement.

The Conversions report will show you how well your microsites are performing in terms of conversions. This report includes information on goals, ecommerce transactions, and more.

By taking a look at these reports, you can start to get an understanding of how people are interacting with your microsites. From there, you can begin to make changes to improve your microsites strategy. But what if you haven't built your microsites yet? What tools are available to build microsites with powerful analytics?

How to Build Microsites With Analytics in Mind

There are several ways that you can build your microsites with an emphasis on analytics.

If you are using WordPress to build your microsites, we recommend installing the Google Analytics for WordPress plugin. This plugin makes it easy to add Google Analytics tracking code to your microsites and collect data.

Another option is to use a platform like LeadPages. LeadPages is a popular platform for building landing pages and microsites. LeadPages includes built-in analytics so that you can track your microsite's performance.

Finally, you can use a digital experience platform (DXP) like Lumavate. Lumavate is a DXP that includes powerful analytics capabilities. With Lumavate, you can track who is interacting with your microsites, what they are doing, and how well your microsites are performing. This is just one of the many use cases possible with Lumavate's powerful no code builder.

How to use Analytics to Improve Your Microsites

Then when you build out your microsites with any of these tools you can use analytics to improve their performance. One possible method is through A/B testing. A/B testing is a process of comparing two versions of a microsite to see which one performs better.

To do this, you would create two versions of your microsite. Version A would be your control page and would remain unchanged. Version B would be your test and would include the change that you want to test.

Once you have created both versions of your microsite, you would then need to send traffic to both pages. This can be done through paid advertising, email marketing, or organic traffic.

Once you have collected enough data, you can then analyze the results to see which page performed better. The page that performed better is the one that you would want to keep as your primary microsite.

A/B testing is just one of the many ways that you can use analytics to improve your microsites. By taking advantage of the data that analytics provides, you can make changes to improve your microsites and achieve your desired results.

If you are interested in harnessing the power of analytics for your microsites, book a demo with Lumavate to learn more about our digital experience platform.

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