Tweet

Web Analytics - Make the Switch to Performance-Driven Design

Written by: Brian Molstad

Article Overview: Web design in small, medium, and large companies alike has traditionally been driven by the loudest voice or the highest-paid person’s opinion (HiPPO). The Big Cheese steps into the meeting, and lays down the law, dictating what the next month’s web development priorities will be. Websites can also driven by committee with the end result resembling a camel when the original design called for a horse. There is a better way...

Web Analytics - Make the Switch to Performance-Driven Design

The Old Way

Web design in small, medium, and large companies alike has traditionally been driven by the loudest voice or the highest-paid person’s opinion (HiPPO). The Big Cheese steps into the meeting, and lays down the law, dictating what the next month’s web development priorities will be. Websites can also driven by committee with the end result resembling a camel when the original design called for a horse. While these approaches can keep things moving, it usually does little to ensure that an organization is directly responding to the needs and wants of its customers and enhancing the website with the express purpose of advancing key performance indicators (KPIs). Today, with sophisticated web analytics tools (including inexpensive and even free ones), companies have more access than ever before to the data that reveals customer behavior and very specifically, how the website is performing.

The Better Way

Yet, even with these web analytics tools, information overload is a common experience for companies. Their first foray into the tool, finds them wandering from report to report and thinking, “This is nice, but what do we DO about it?”

The key is to formulate a methodology around that data which is informed by organizational goals and guided by KPIs. With a plan in place, you’ll have a specific agenda as you review, and even customize the reports to give you exactly the numbers you need to gauge performance. This becomes especially important when a company has multiple tools in their internet marketing arsenal such as, blogging platforms, video websites, Twitter account, Facebook account, email marketing tools, RSS feeds, and more. Each of these tools may offer crucial data in relation to a KPI, but if that KPI isn’t specifically in mind when accessing the reporting, insights can easily be missed.

For each key business goal, consider across all your tools which ones can offer insight for a specific KPI. For instance, how many email sign-ups are we getting off of a specific landing page? How many views and/or shares are we seeing for relevant blog posts? What relevant terms are being searched for via our internal search? What is the bounce rate for our key landing pages? Which external marketing campaigns are driving quality (not just high quantity) traffic?

Map business goals, to measurable business activity, to appropriate metrics. Group all related metrics together and track them month to month. Be sure to keep notes on how these metrics are devised, which tools they come from, and what configuration needs to occur to coax out the right figures.

Then, each month, review your web analytics data and KPIs, and use this data to identify the low-hanging fruit. For instance, from your membership page, you notice that there have been a large number of internal searches related to membership renewal. It’s obvious that page doesn’t make it clear how to renew your membership and doesn’t provide clear calls to action. You now have a top-priority task for the month. Review the metrics around each conversion event on your site and continually optimize.

Your web analytics efforts will only be successful if someone owns the process. Someone needs to ensure on a regular basis, that KPIs are reviewed and adjusted according to organizational goals, the data is properly collected and analyzed, and insights are summarized and clearly communicated to stakeholders and implementers.

Effective web analytics requires a fundamental shift in the way companies approach website updates and internet marketing efforts, but the process has a wonderful way of keeping everyone aware of, and focused on, key organizational goals, drastically reducing internal arguments, and increasing conversion rates across the board. That’s something even the HiPPOs can appreciate.

Related Articles
  Article #38 Simple How To Web Analytics
  Google Analytics - Just the Facts
  Web Analytics For The Uninitiated
  What is Marketing Analytics?
  What Beer PopTarts and Hurricanes Have to do with YOUR Business

Article Tags: camel, cheese, customer behavior, development priorities, email marketing tools, end result, foray, free ones, hippo, information overload, insights, key performance indicators, kpi, methodology, organizational goals, original design, platforms, sophisticated web, video websites, web analytics



Related Forum Posts
Re: What I Enjoyed Reading This Week - June 11 - Hi Evan, Thank you for the reading material. I look forward to the general release later this month as outlined in the 'Google Analytics To Add Search Query Data From Webmaster Tools' article. Anything that helps us to understand maximise extra data from Google Analytics can only be of benefit. regards, Mal.
Re: Quote of the Day - "The only people witho - Thanks for sharing this Evan, there are some very powerful quotes in there, I particularly like this one:- You are now at a crossroads. This is your opportunity to make the most important decision you will ever make. Forget your past. Who are you now? Who have you decided you really are now? Don't think about who you have been. Who are you now? Who have you decided to become? Make this decision consciously. Make it carefully. Make it powerfully. regards, Mal.
Re: Top Banner Help - [quote:35xjo6uq]Good job on the banners BennyBoy![/quote:35xjo6uq] No probs:) I agree Online Marketing and Publicity Search Engine Optimization - Web Design and Programming Blogging also may be... Web Design Tutorials Looking to Hire - jobs section Interesting Articles / websites
Re: what position to request? - Hi Michael, Great suggestion from David, or you could try something around a design consultancy, How about Website Design Consultant, Design and Development Manager, Website Support and Development Manager or maybe Internet Business Development Consultant. Ultimately whatever you are comfortable with and good luck for the future, Mal.
Re: Ranked #1 in just over 7 weeks - Thanks guys. You're right GT. It's jsut a matter of doing what needs to be done. Analytics is starting to show the results a bit too.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Clues to Increase Sales -- Listen to the Buyer

THE “SECRET RECIPES” OF LEADERSHIP

Executives and Elevators Perfecting That Pitch

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.