Web Analytics Measurement Model
So where should we start??
The first three steps to analyzing your web data should always be the following;
Step 1. Visit The Website
This sounds silly and obvious but we should always start our data analysis by going to the site and finding out as much about it as possible. In order to start our Web Analytics Measurement Model we need to determine the business goals and objectives. We should be able to get this from the home page, if not, we have some serious work to do. From our initial visit to the website we should be able to take note of the purpose of the site, what the outcomes (micro & macro conversions) entail, what is the site prioritizing, what they are not, what they should be, and what about the site is good/bad.
Step 2. Diagnose Acquisition Strategy
In order to diagnose the acquisition strategy of the website we are looking at we need to use our Google Analytics traffic source tool. With this tool we can determine where the site acquires their traffic. By using the pie report we can see how our traffic sources match up against each other. We want our site to have a fairly balanced acquisition strategy with traffic coming from all over (social media, search, direct, referrals). When diagnosing our acquisition strategy we should be taking note of; the balance between acquisitions from our free traffic, paid traffic, and earned traffic. We also need to look at missed opportunities, are there areas that we should be building on (direct, increase social, missing keywords, etc)?
Step 3. Focus On The Outcomes
Last of the first three steps to analyizing your web data is focusing on your outcomes. We need to make sure to analyze micro & macro conversions, this will help us discover if we are reaching our goals and ultimately our business objective. A great Google report for monitoring your outcomes is the goal conversions report. Now, goals are always different depending on the business, so this report is going to require you to put in some work to creating the desired goal for your company. goals could include revenue, click throughs, downloads, video views, etc. Things that you would want to note down to yourself would be missing or misconfigured goals, gaps between what your company is shopping and the customers dimensions, where does most of the value come from? is there any suprise value?
By analyzing these three pieces of your web analytics data you are well on your way to monitoring your web data in an actionable fashion. If you wish to learn more steps to web analytics success or if you would like to find out how Crown North Marketing can help you with your websites analytics feel free to contact us here.