To reach as many online users looking for information on food safety and convert them into site visitors. Online users come to the website because it was listed on search engines as a credible source for food safety content. Search visits show an increasing trend. Actionable Insights from Using Multiple Tools As you can see from the table above, measuring success comes in many KPIs and will require multiple tools.
Some best practices to keep in mind related to this field are: Encourage a data-driven environment for decision making.
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.
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. Avoid only providing traffic reports. Since the visitors can potentially be anywhere in the world, this gives a company potentially valuable information, particularly if the business is international.
You can also find out what portion of website visitors are new as opposed to returning. Technology companies can access information about what operating systems and Web browsers visitors are on, which can be useful particularly where software businesses are concerned.
Many companies with products or services that are available over the Internet use online marketing. If a company is investing part of their marketing budget in online ads, they will typically want to calculate the return on this investment. By using systems such as Google Analytics, you can see which of your online advertising efforts are successfully sending traffic to your sites as well as whether these users are then going on to make purchases in the case of e-commerce sites.
This data can then be fed into future decisions about online marketing. Company Web properties such as sites and blogs can serve multiple purposes. By breaking down the usability and performance of the web page, web analytics processes allow organizations to know what areas they should be focusing on to encourage desired customer behaviors. Rather than trying to parse raw numbers, the typical way to interpret web analytics results is through the use of graphical dashboards, which allow users to view trends over time and compare current performance to goals.
Industry-leading website analytics tools such as Crazy Egg, Adobe Analytics and especially Google Analytics provide the frameworks by which companies can understand their websites and online audiences, and adjust their strategies accordingly. The crux of such a strategy is a high-performing website that meets or exceeds expectations. Search engine optimization and inbound marketing cannot be effectively changed based on intuition or observation, as there are often too many layers of complexity and granularity involved.
When digital marketing teams use web analytics, they gain a way to prove which of their efforts have had the greatest impact on customers, and which ones must improve. When their reports and dashboards are detailed and well-targeted enough, they also gain clues as to the form website optimization should take. HHS explains that analytics efforts can be organized into a measurement framework, with each category informing the ones above it.
The levels of such a framework are:. As Search Engine Journal notes, C-suite members who are not happy with the amount of business coming in will inevitably question their marketing teams. There is more than one way to slice user data flowing in from a website.
HHS notes that while it may be tempting to simplify web analytics to traffic reporting, consisting of statistics about website visitors, page views, or which parts of the site are the most important, there is ample room to go deeper, and companies should do so. Opportunities for real improvement come from avoiding these superficial numbers and using reports that can explain more of the why behind customer behavior.
The following are seven types of analytics reports web developers can use to determine if they are on the right track with their campaigns and designs.
They are based on the reports available in the Google Analytics interface, and apply to a wide range of companies across numerous industries. Audience reporting is one of the most fundamental types of research for marketing departments to undertake.
Search Engine Journal notes that by grouping users into audience segments based on specific metrics, companies can better shape and direct their campaigns. Groupings can be based on what people do such as using a certain feature of the website or when they do these things for example, activity on the site within a specific time period.
Although the concept of only checking your analytics once per week may seem completely alien, you may wish to ask yourself what benefit you are getting out of doing so more often. Although we have outlined some key ways in which you can effectively use analytics above, we are only scratching the surface. Let us know in the comments section! Tom Ewer is the founder of WordCandy. He has been a huge fan of WordPress since he first laid eyes on it, and has been writing educational and informative content for WordPress users since When he's not working, you're likely to find him outdoors somewhere — as far away from a screen as possible!
Tom, thanks for the great post on effectively using web analytics! I especially enjoyed the advice about leveraging Top Traffic Sources.
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