This document discusses analytics and insights for website optimization. It provides a strategic framework with 3 questions: 1) What's useful to stakeholders? 2) What's useful to you? 3) What tools do you need? For question 1, it lists top key performance indicators (KPIs) like unique visitors and bounce rates. For question 2, it discusses measuring traffic, content, user experience (UX), and conversion through the success funnel. It provides a 6-step guide to measuring UX and content through audience segmentation, browser testing, visitor playback, popular content analysis, ensuring the right content is seen, and learning navigation patterns. It concludes by stating traditional analytics are missing visual and actionable insights into how users interact with websites
CRM: business objectives, what you wanted to put in it and what you wanted to get out of it, and then you’d go and pick your software, and when you installed it you’d plan how exactly how it would be used.
The problems with analytics started when GA became free
Put on site
Stopped planning what they wanted out of it
just log in and see what they can find
Strategic business assets
“I have analytics” “I do analytics”
“Analytics -everyone else understand.
Software/outline/analysis
Two people
Wikipedia. “a two sided coin”.
1. gaining knowledge through analysis.
2. using this insight to recommend action.
Make it easy
…information you can use
Doing both lead to success.
Take a step back and ask
- keep them happy
- information you need
- Have you got the tools
Possible to understand much of this through standard metrics.
Verified in a research
The top KPIs
No surprises here.
Are they really useful?
One dimensional
- marketing activity. graduate job ad
- Dig deeper
If you have improved, analytics can’t tell you why and how to repeat this.
KPIs give a general indicationbut not necessarily insight.
We need to be smart
There are plenty of meaningless data available, so it’s critical to strategically plan your approach to analytics and to insight at the outset before you starting actually doing it.
more tables, graphs or metrics
or do you need a better visual understanding.
We first we need to understand what the constituent parts of success
So to achieve success, what do we need to track and measure?
Which sources provide good visitors?
Which sources provide most revenue?
What is my ROI on each channel?
Are there channels I didn’t know about?
What experience are they having?
How are they navigating?
What are they seeing?
Where are they clicking?
What are they reading?
Which content influences them?
What content should you create?
How does this differ on mobile?
How does this differ for each audience?
The cross between where data as a science meets creativity
49% of people are changing their content weekly
People track offsite content, but not online. And this part of our mission.
significant opportunities lost in time, resource, spend and revenue
if you do, you’re smart.
Once you’ve worked out what you would like to find out then, then you need to decide whether you have the tools you need? I hope you'
In our opinion, traditional analytics such as google, are brilliant at reporting metrics but no so good at providing insight that can be used to action changes.
Understanding…
this is not about getting rid of free analytics tools but to understand the limitations and the data that is really useful to impact performance