Analysis Paralysis In Internet Marketing

One piece of advice you will find very frequently when it comes to Internet marketing is to analyze everything - analyze your site, your traffic, your responses, your CTR, your ROI, etc. ad infinitum.  While all of this analysis is important in order to gauge what is going to bring you the most success, it is possible to get analysis paralysis.

Analysis paralysis occurs when you get so caught up in the numbers, data, charts and graphs that instead of using them to make the right decisions, you can’t make any decision at all.  There comes a point where you have to stop analyzing and take action.

When you feel that the numbers are starting to overwhelm you and you don’t know which way to go, take a step back and consider these things:

• What will most enhance the customer’s experience?  One of the things that can get lost in all of the numbers and graphs is the customer experience.  Although what the numbers are showing you are the customers reactions to what you are presenting them, many people forget that human element.  Take a step back from the data and think about the people to get a better grasp of the big picture and make a decision on where to go next.
• What is the worst thing that can happen?  Many times people get analysis paralysis because of fear.  Fear of making the wrong decision will stop people in their tracks.  Many of the changes that come about due to data analysis of your ad campaigns, landing pages and the like are small changes.  It is not likely that by moving a graphic from the top left of your landing page to the top right of the page that your business will go bankrupt.  However, it is possible that you will see enough change that you can optimize your landing page for the best results.  Don’t let fear stand in your way of success.
• Take it one thing at a time.  The sheer volume of information coming at you can give you analysis paralysis before you even get started.  Don’t try to tackle it all at once.  Take one report on one aspect of your marketing and work it start to finish before moving on to the next thing. 

Analysis is a very important aspect of Internet marketing success because it allows you to continually optimize your marketing to get the best results.  That is if you can avoid the analysis paralysis…

Reader Comments

Zach Katkin says...April 9th, 2008

Great article. I agree, there is just too much out there to digest at anyone time. But, it is completely critical! Just the other day we tweaked our ppc accounts in hopes to bring more customers in, but it turned out our contact form was the main reason for the hold up. Review, analysis and interpretation are important.

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