You can measure anything in Analytics. What is most important to look at? Well, you can check out the Digital Marketing and Measurement Model that Avinash Kaushik put out. What’s the business objective? What’s the goal for each business objective, then write down the KPIs, set the parameters for success, and then to identify the segments of people, behavior and outcomes to see why you succeeded or failed. Easy peasy right? Well kind of.
If you don’t know where to start, simplify all that is complex with what you do to your basic goals.If you want dig into this deeper, you may consider taking the Digital Analytics UBC/DAA Aware of Acheivement Program where I learned all of this. Or you could just hire someone like me to help you along.
Analytics isn’t something that you just set and forget. If you want to thrive, you have to keep improving over time. So many small business owners that I meet don’t have basic Google Analytics trackign on their websites. So many people that I have met — startups have put it in, but don’t have anyone to decipher the data for them. Many people only check their analytics data for visitors, but that doesn’t allow the organization to make informed decisions? Visitors don’t mean revenue. Revenue means revenue. So where does a business owner begine?
The Four Site Types and What to Measure?
It’s likely that your business will fall into one of these categories. There are really only four major types of sites out there, and if you don’t know where to start to measure, then start here.
|ECommerce||The goal of the website is to get customers to buy good or services directly online. Think Amazon, and EBay||
|Lead Generation||The goal of the website is to get visitors to submit their contact information so that the company’s sales rep can follow up to sell a specialized product. It’s similar to an e-Commerce site, but the sale isn’t immediate||
|Content / Media||The goal of the website is to get customers to engage wtih the content on the website, to increase readership/viewership so that the site can generate money through online ad sales and sponsorship.||
|Support||The goal of the website is to get customers the answers that they need regarding a product or service that is provided as quickly as possible. The goal is to create customer satisfaction and to decrease call center costs.||
[/su_table] (Source: Modified from The Introduction course from the UBC/DAA Aware of Acheivement Program)
Start there. Each of the four site types has four or five KPIs that you can start with, and here is the process simplified.
- Start with the Key Stakeholders that are going to help you get to where you need to go (content people, site developers, online sales people, marketing etc.
- Define the Primary Goals for each Website and prioritize them with everyone in the company — the skeleton of which I have done above, but generally you’re going to want to:
a. Sell more (products or advertising)
b. cut expenses, or improve service
c. build brand loyalty.
- Who are the most important Site Visitors?
- Determine the KPIs to measure (see the above chart for a start), Remember, if you can’t take action on a KPI, then it’s not use to measure.
- Implement a test plan, make sure that you have the right numbers coming in.
- Collect the Data.
- Analyze the Data over time.
- Get the numbers under the noses of your stakeholders in a non-number-y way. — What I mean is Dashboards. We are all visual people after all. Nothing scares people like a spreadsheet. Demystify it for them, summarize the findings and give them the salient points that they can act on.
- Make Improvements to the Website – lean on your stakeholders to do this. See below for what.
- Check the data to look for improvements.
- Establish a process of Continuous Improvement.
Lather, rinse, repeat. As you have those KPIs ticking along, you can start to add other KPIs.
For site improvements, the actions that you’ll take will be generally:
- Optimize Home Page and Landing Pages. – Do your A/B testing. Create a landing page for each Ad spend, and put in your Google Analytics campaign tracking so you know the source of what’s working and not.
- Tweak any ads that you have to optimize the wording.
- Improve your Search Engine Optimization and check out what your Ad spending is.
- Add more and better content to your website.
There you go, a place to start. As a Digital Analyst, I can tell you that the trickiest part isn’t starting to collect this data. The trickiest part will be getting the insights out of the numbers, and then getting your stakeholders to act on it. That’s where you have to take a breath and work on persuasion and negotiation skills to bring out your best Business Analyst and Project Management skills forward to lead that charge. You can do it, you just need others to get on board and some forward momentum.