All Things Growth and Marketing

More and more business owners are learning about the benefits of the new version of Google Analytics (referred to as “Universal Analytics”) as well as the utility of Tag Management Systems (made even more popular by the release of the free Google Tag Manager).

Peep reached out to me to write an article about moving an inline GA implementation to Google Tag Manager.

This is work we do often over at Analytics Ninja, so I feel more than happy to provide this guide for CXL’s readers. There are many benefits of using a Tag Management System, though as my friend Julien Coquet puts it, “it’s not a miracle cure.”  

If you take a quick look at any TMS vendor’s benefits page, you’ll notice the following big points stick out (here are Google’s):

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Have you ever dreamed about learning which products your customers are most likely to buy in advance?

How great would it be if you could determine the highest price a customer would pay for a product? What if you could optimize customer service to resolve concerns proactively before they become issues?

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“I use Tide. I’ve been using Tide for the last 40 years. I’ll use Tide to wash the outfit they bury me in.”

“Uh… Thanks Grammy.” I only made the comment that her clothes smelled nice, but her conviction made me realize something very important, “even if they’re on your site, that doesn’t mean they’re going to buy from you.”

Later on, I overheard my 18 year old sister say to a friend on the phone, “Oh My God, UGH, Do what you want, but I would never be caught dead, in clothes from The Gap.”

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There is one variable that data is not very good at deciphering – the human.

It’s easy to forget when analyzing the data for conversion purposes is that the end-user is a real human with feelings. Data tells us a lot of things, but it is really bad at anything that involves understanding the human condition.

In an ideal world, designers and conversion optimizers can strike the perfect balance between the logical & emotional sides of the human brain & design experiences that engage potential customers and “activate” visitors to take action.

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If you’re selling in a competitive market, you must live & die by the little things that make you uniquely different from your competition.

  • Do you have superior customer service?
  • Have you targeted a very specific segment of the market with a common complaint?
  • Are you approaching the problem in a way your competitors won’t?

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Could you imagine a situation where 72% of your customers think that the content on your site was completely disconnected from what they really wanted?

What if you discovered that only a measly 14% of your customers actually valued a relationship with you and your brand?

Sorry to be the bearer of bad news, but according to recent research done by CEB Marketing, this might just be the case. What’s even more frightening, is how highly marketers (that is you and me) think of themselves.

In the study, marketers believed that 44% of customers valued relationships with brands, and that the majority of their customers wanted to get content that showed how Their products fit into Customers lives.

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