Tip 2 from Steve Crowe: Digital Marketing for Marketers Workshop
This tip comes from the Creative People's Digital Marketing workshop on the 8th of April 2015, to find out more about upcoming workshops please contact us at firstname.lastname@example.org
Measure Your Website
We regularly come across established websites which lack effective measurement capabilities. This is a crucial element to running a successful website as it gives you the hard data on which to analyse website performance as well as base digital advertisement decisions.
To us, not having a platform such as Google Analytics (our preference) tracking your website visitors is much like driving around aimlessly in a new city with no map or GPS. You might know where you want to end up but you have no idea where you are or whether you are getting closer or further away from your destination or are just driving around in circles.
As a start, you need to sit down and think about your business’s objectives in having a website. Is it to sell products online? To generate leads for your services? For brand awareness? To drive people in store? Or maybe a combination of these. Whatever it is, you then need to determine how you might measure the success of your website in performing these objectives. This can be done through setting up goals.
A goal can measure the number of visitors to a particular destination URL (i.e. purchase completed page), an event that has been set up such as watching a video or submitting a contact form, as well as visitor engagement metrics through such things as duration on your website and the number or pages viewed in the session. Once set up, these goals provide a great reference point for your website and give you a quick snapshot on whether things are improving or dropping off. Tip – get these set up as early as possible so that you have data going as far back to the launch of your website as possible for time based comparisons.
Let’s be honest though, the data can be intimidating. Google Analytics is somewhat of a bottomless pit of data and it takes a bit of know-how to extract what is needed and relevant. Our advice is at the very least get the tracking code on your website and set up some goals. Down the line you can then get input from a GA expert to help you with making sense of the data and advising on where improvements can be made to improve website performance and conversions.