Hi, how are you going?
I’m going tell you a story today about why you need Analytics.
So, this is a bit of a personal story hopefully it’s not too TMI!
I have super, super narrow ears and they’re always full of earwax. Now you might wonder, what the hell has that got to do with the analytics, but I will tell you.
Literally I would go deaf because my ears would all blocked up and I wouldn’t be able to hear anything. I was watching Lego Batman with my son and I couldn’t even hear anything. We had the volume turned up; couldn’t hear a thing.
So then what happens then is I put ear drops in and then it gets even worse, it’s really nasty.
What I used to do is I used to go to the doctor and the doctor would squirt my ears with water. But once that gave me an ear infection and another time made me so dizzy I couldn’t walk for an hour.
These days what I do is I go to an ENT specialist and he uses a vacuum extraction thing. OK, I’m rambling, I’m sure plenty of you guys have used such a thing. Back on topic.
So he said to me, “Petra, your ears are really narrow. What we need to do is go on a maintenance plan, because going deaf and then coming to see a doctor isn’t the smartest thing.”
He put me on this six months maintenance plan. Six months rolls around and I get this message that coming up saying, “Hey, you need to see the doctor to have your ears cleaned.”
And I am like, “Nuh-uh, No way, it has been six months already.”
And I thought to myself, “You know I can hear fine, I don’t even need to see the doctor.”
But I figured, “Well, let’s just go and see, let’s see we’re at.”
So, I turned up to the doctor, he’s like, “Oh, yeah, definitely the six months was a good idea.”
I said, “Oh, Why is that? I can hear fine.”
The doctor said to me, “Um, Petra, your ears are completely blocked. You can’t hear anything.”
I said, “Yes I can, I can hear just fine.”
The ENT said, “Oh, Really? Maybe, maybe you think you can hear fine but can you really hear fine? Your eardrums are completely covered. I can’t see them at all”
So anyway, I had the procedure done, with the little vacuum cleaner and all that and honestly, (this part I am sure might be a bit too, too TMI, sorry!) he pulled out the biggest load of earwax. Oh my God!
And I’m looking at it like, “Seriously?? I didn’t even know that was in my ears, how have I been hearing?”
But my brain must have adjusted, to enable me to hear even though I shouldn’t been able to hear. I was probably about to lose my hearing soon.
You might be wondering “what is this got to do with the analytics? Petra, we are still talking about earwax, this is really gross!”
So, uh, back to Analytics.
Your analytics is basically your ears and eyes about what people are doing on your website and with your marketing online.
The analytics records everything that’s going on so that you can see if something is going wrong. You can see what’s working, what’s not working. You can see when things are breaking. You can see, for example, if people are repeatedly clicking on something because it’s not doing what they’re expecting them to do. It’s like having senses.
Now, if you don’t have the analytics working for you, it’s really similar to having blocked ears or not being able to see. That incoming information should be available for you to identify what’s going on in your business.
When your analytics is working you can read those reports and go, “Hey, I know what to do next! I know what is and isn’t working in my business.”
So, for example, I had one client who didn’t have a way to track what people were searching for on his website. But when we set up, we found out that every time someone did a particular search on the website, it came up with a really bad result.
What I found was that every time someone searched for that particular term, users would be repeatedly trying to do the search again. Eventually they would give up and leave. There really was no easy way to discover something like that until the analytics was set up well.
So analytics can provide you with super useful information about what is going on in your website world! And it’s so similar to having clear ears.
So, a little bit of a TMI story today, but hopefully that gives you a bit of an analogy about why analytics is important for you and your business.