Analytics: Google Analytics + Optimizely + Swiftype
Effective marketing is data-driven, and the best tools help teams not just capture data, but drive insights and action. We use Google Analytics extensively, and we have customized it to help us segment visitors, capture events, and measure the success of campaigns. When we want to A/B test different content and messages, we use Optimizely, which is one of the best tools we’ve found for driving actionable insights (and is insanely simple to use, even for marketers not comfortable with code).
Our support and learning site, the Asana Guide, features site search by a company called Swiftype. Somewhat unintentionally, we’ve found Swiftype to be a goldmine of analytics data – seeing what people are searching for, finding, and not finding. We share these reports with the product team to illuminate user confusion and pain points, and we use the data to add support content and make product changes. Additionally, Swiftype lets us adjust search rankings, so we can point the most popular searches to the most relevant content.