Publish

How to Use Any Tool to Optimize Better

How to Use Any Tool to Optimize BetterAs a self-professed tool junkie, I’m a sucker for shiny new tools. I love tools of any kind — Web tools, software tools, and on a Sunday morning you might even find me in the Brooklyn Home Depot wiping the drool from my mug as I admire this fine kosher beef grilling tool.

No doubt, these are exciting times if you love Web tools. For the many folks who are dizzy trying to sort out conversion optimization tool choices, it might be a little frustrating.

In “The Interactive Marketer 2.0,” I made the case for improved optimization in interactive marketing and for thinking outside the campaign. I listed several steps to get started, including the first step: Get good at free tools, then pay for them. Tools aren’t the indicator of success, but having a process and the people in place to take action are.

The good news in this barrage of 2.0 goodies is that many believe we’ve finally reached tool parity in the Web analytics space. JupiterResearch states the following:

“Despite some small skirmishes over capabilities like video and audio measurement, the Web analytics feature race is largely over,” explained John Lovett, Senior Analyst and lead author of the report for JupiterResearch. “Leading vendors will forge ahead by making data accessible and actionable while expanding offerings into adjacent marketing technologies.”

I agree.

Several people have accused me and my firm of having a Google bias. (Full disclosure: FutureNow is an authorized Google Optimizer consultant.) This simply isn’t true. A sizable percentage of our clients use other tools like Omniture, WebTrends, and Coremetrics. Our policy has always been to work with the analytics/tool vendors of the client’s choice. For many who are just getting started or are experiencing a marketing budget squeeze, the free and robust Google offerings simply make sense. Others have found a need for features available in other tools, and we’re happy to help them use those tools better.

A tool is just that, a tool. A tool doesn’t persuade your visitors to take action, nor is it exclusively responsible for a company’s success in optimization. So when a client approaches me requesting a tool suggestion, I always answer the same: If you have a tool in place now, use it better. If you don’t, start with something free and get good at using it.

A free tool may be all you need. While certain analytics vendors offer what are considered enterprise-level tools, the free and lower priced solutions are typically labeled for use by small to medium-sized businesses (SMBs). Still, you’d be surprised at the number of large clients who are satisfied with free or cheaper tools. And we also have several SMB clients that have more sophisticated needs.

Bottom line: Don’t get hung up selecting a tool. Any business, no matter the size, that isn’t optimizing today can extract great value from any tool on the market today. The important thing is to get started optimizing and measuring more effectively. There are no more excuses, not even a lower optimizing budget.

Which brings me to my next point: How does one use a tool effectively? You must operationalize it. Your process must lead your team to take an action, e.g., make a change that you can measure. Lastly, you must be able to gain insight about customer behavior from the data. And you must do this over and over again. Without those three things in place, no tool will usher in the success you seek.

You must always do the work of optimization. A better treadmill won’t, all by itself, trim your love handles. Likewise, a cheap camera in the hands of a skilled photographer will always take better pictures than one used by a clumsy newbie.

A tool is a tool is a tool. Pick one, learn how to use it effectively, and you’ll see optimization success. Then we can talk about what other tools you might need.

Then we can all afford drool worthy of gas grills in our backyards.

Tags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

How To Publish A Best Selling Book

Subscribe To Beneath The Cover's Blog

Join the many publishers and authors who already get their updates sent straight to their inbox. Enter your email address below:

8 Responses to “How to Use Any Tool to Optimize Better”

  1. tet.no April 26, 2016 at 12:00 pm #

    whoah this weblog is magnificent i love studying your articles.
    Keep up the great work! You recognize, lots of persons are
    looking round for this info, you can help them greatly.

  2. ????????0?????????? May 31, 2016 at 7:26 pm #

    ??????
    ?????????????????????????????????????????????0???????????????????????????????????????????????????????????????????????????

  3. adult friend finer February 20, 2018 at 5:29 pm #

    excellent issues altogether, you simply received a emblem new reader.
    What would you recommend about your submit that you just made a few days ago?

    Any certain?

  4. letti a castello per bambini mercatone uno March 25, 2018 at 9:39 pm #

    Magnificent site. Lots of helpful info here. I’m sending it
    to several pals ans also sharing in delicious. And obviously, thank you on your
    effort!

  5. Claudia July 20, 2019 at 5:05 pm #

    I am genuinely glad to read this blog posts which includes plenty of helpful facts, thanks for providing these
    information.

  6. Yolanda July 23, 2019 at 2:01 am #

    If some one wishes expert view about running a blog afterward i advise
    him/her to pay a visit this blog, Keep up the good job.

  7. Yvonne July 23, 2019 at 3:56 pm #

    First of all I would like to say superb blog!
    I had a quick question in which I’d like to ask if you
    do not mind. I was interested to find out how you center yourself
    and clear your mind prior to writing. I’ve had a tough time clearing my thoughts in getting my thoughts out.
    I do take pleasure in writing however it just seems like the first 10 to 15 minutes are generally lost
    simply just trying to figure out how to begin. Any suggestions or hints?
    Thank you!

  8. Bertie July 25, 2019 at 1:11 pm #

    That is really fascinating, You’re an overly
    skilled blogger. I’ve joined your rss feed and look ahead to searching for
    extra of your fantastic post. Additionally, I’ve shared
    your web site in my social networks

Leave a Reply