What’s the absolute, hands-down best way to influence an online or in-person purchase? A website that’s perfectly personalized and optimized, of course – a site that lets users browse, explore and discover. But how exactly do you measure that effect?

Double down on data

Lots of companies are facing similar struggles today: How do we make the most of collectible data and analytics? Data is a gold mine, but as marketers, you know data are only good if collected effectively and easily translated into real, usable insights. To get there, you need a solid plan – stakeholders, for example, need to decide what to measure and how to measure it.

Keep in mind that by 2016, digital advertising budgets will surpass that of television, signaling a new wave of marketing strategies. As viewers turn away from their TVs and spend more time surfing the Web, ad dollars will follow. Think of the potential: Web advertising is less expensive and its impact can be more easily measured. If you know where to look, your company can take that data and target your audience much more accurately.

Optimize Your URL

It’s simple science: More than half of online customers use the Internet as their primary research tool. That means your physical storefront and/or sales reps are secondary. Websites that are optimized for exploration and product discovery have a major leg up when it comes to influencing online and retail store purchases.

When a customer visits your site, they’ll dig deeper before making critical purchasing decisions. A website that offers all the necessary information – while also reinforcing a positive image about your brand – will only further drive online and in-person buys.

Don’t Stop Moving

Be a consumer advocate. You should always be thinking, building and implementing new digital experiences that get to the heart of the human experience. Infuse new insights into every project, whether it be social or site development.

Consider these on-site and social analytics: