Are you drowning in data? Feeling overwhelmed by analytics? Every professional search or social marketing will tell you that keeping close tabs on your website performance and analytics is essential in developing a successful online marketing strategy but if you’re finding it hard to understand which metrics matter to your company, you may be making some ill-guided decisions.
Firstly, if your website data matters to you (and it should), hiring a professional web analytics firm to handle your SEO and/or social media marketing is a good first step, and needn’t hack a massive chunk out of your budget. We offer specially tailored contract-free PPC packages for small businesses and start-ups because we think everyone should take their digital marketing strategy seriously while still being able to afford it!
So, back to basics: how can you make sense of your data and pick out the essential elements to help you keep track of your website performance? On a simple level, it comes down to three main points:
1) Visitor behaviour
2) Website performance
To gauge the value of each of these elements, you need to identify the key performance indicators (KPIs) for your website and set specific goals to help you track relevant activity. Look at the breakdown below and think about the type of goals you could put into place to gather information on each point.
- Where are your visitors are entering your site and which landing pages are getting the most visits?
- Are visitors are leaving your website too soon?
- How are visitors are navigating your site?
- Are visitors making purchases/enquiries?
- Which pages perform the best (and worst)?
- Where are visitors leaving your site?
- Are visitors being called to action and making conversions?
- Are your pages loading fast enough?
- Is your website connected to your social media sites?
- Where are your visitors coming from?
- What devices are visitors using to access your site?
- Are your SEO and PPC campaigns performing well?
- What keywords are customers using to find your site?
- What is inciting customers to buy/sign up?
- Where are your conversions coming from?
- What is driving customers to your site?
- Which pages lead to successful conversions?
In today’s business world we have an over-abundance of data and sometimes trying to deal with too much at a time can be the downfall of a company’s marketing strategy. What you really need to know is whether your visitors making purchases (hopefully, yes!) and how you can best track the KPIs of your website and the details of these conversions to make the most of future marketing efforts. You can leave the rest up to us!