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Web Analytics - Make the Switch to Performance-Driven Design
Written by: Brian MolstadArticle 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...
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Free Download - Five Web Analytics Lessons from the Obama Campaign Coakley Should Have Heeded By Brian Molstad |
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.
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
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About the Author: Brian Molstad RSS for Brian's articles - Visit Brian's website Brian Molstad is an interactive media architect who has been defining and leading online initiatives for over 10 years. His talents and experience lie in the areas of information architecture, web analytics, usability, information design, and project management. Beginning with an education rooted in advertising, marketing, and sociology from Marquette University, Brian’s focus has been on ensuring clarity of communication since the earliest stages of his career. A true user advocate, Brian is passionate in his pursuit of designing the perfect user experience and specializes in leading multi-disciplinary teams to success with a high standard of excellence. Click here to visit Brian's website What the New Google Analytics Features Mean for Your Business Web Analytics Make the Switch to PerformanceDriven Design Five Web Analytics Lessons from the Obama Campaign Coakley Should Have Heeded |
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