We always get encouraged to measure, look at the stats and make decisions based upon them. Is it as simple as that? Or is there something more to facts and figures that ends in online business success?
One major insight to bear in mind is that stats only represent something that is going on in the hearts and minds of people. To not understand the implications behind statistics is to quite possibly miss the most important thing they're saying.
A powerful concept to help you understand what a statistic represents is to realize the makeup of human nature. Let's face it, if someone clicked on something related to what you are offering, there is something that they are looking for that is in it for them. This is that hard-to-pin-down area, that can elude even the most experienced marketers; the why behind what statistics represent.
I, among some of my colleagues, have found that the best way to help you interpret your statistics is to put yourself in their shoes, in relationship to what the statitics are saying.
Ask yourself the question of why they are clicking on what they did, or why they aren't. Look at it from a different view than raw numbers, let it tell you its story, because it really is a story that is being measured by facts and figures. Yet, it is the story behind those facts and figures that will determine the direction your business needs to take and the adjustments that must be made in response to that story.
Another way of putting it would be to look at it with both the right and left side of the brain, and you will see a much more complete picture of what is being said.
One little check there though: don't use statistics to tell a false story that you want to tell yourself, let them tell you the real story so that you can make real decisions based upon what people are telling you.
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