Focusing on visits or looking only within a specific time period doesn’t capture the richer and more complex web experiences that are happening online now. Avoid being snapshot-focused in reporting.Make the data relevant and meaningful by demonstrating how the website data shows areas of success and of improvement on your site. Reporting metrics to your stakeholders with no insights or tie-ins to your business or user goals misses the point. Always provide insights with the data.Reporting these numbers is largely tactical after all, what do 7 million visits have to do with the success of your program? Large numbers can be misleading just because there is more traffic or time spent on site doesn’t mean that there is success. Reporting about visits, pageviews, top sources, or top pages only skims the surface. Leverage the experimentation & testing tools to try out different solutions and find the best placement that generates the most engagement for that page. Are there high-value content (based on user feedback to the website) that is not getting any traffic? Find out why through user path analysis or engagement analysis of top sources for that page. After collecting the relevant data to answer whether you have met (or fail to meet) your goals, find out what you can do to improve your KPIs. Encourage a data-driven environment for decision making.Some best practices to keep in mind related to this field are: Web analytics can strongly support the qualitative research and testing finding. While the thought of managing more than one web analytics tool can be daunting, know that by simplifying and focusing on the KPIs that you need to measure your organizational and user goals, you can weed out other data to get to the right insights.Ĭompetitive Intelligence & Market Research Search clickthrough rate in queries for food safety should be no less than 10%.Īctionable Insights from Using Multiple ToolsĪs you can see from the table above, measuring success comes in many KPIs and will require multiple tools. Targets are thresholds that determine whether
Search visits to the website for keywords related to food safety Website’s search clickthrough rate for keywords related to food safety Key performance indicators are metrics in which we can measure each CTA. Online users come to the website because it was listed on search engines as a credible source for food safety content. To reach as many online users looking for information on food safety and convert them into site visitors.Ĭalls-to-action are tasks that site visitors must complete as part of your sites’ goals and objectives. Objectives help outline what it takes to achieve your goals. To educate the public about safe handling of food. Your site’s major goals should essentially outline why you have a website. Here are some examples for building a measurement framework for an informational website: The focus is on identifying measures based on your organizational and user goals and using the website data to determine the success or failure of those goals and to drive strategy and improve the user’s experience.Ĭritical to developing relevant and effective web analysis is creating objectives and calls-to-action from your organizational and site visitors goals, and identifying key performance indicators (KPIs) to measure the success or failures for those objectives and calls-to-action.
Web analytics is the collection, reporting, and analysis of website data.
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