Let’s talk web analytics. This is the powerful little tool that is blessing for anyone with a digital footprint looking to optimize their space on the web. What I mean by this is that for marketers and other site owners, these tools allow us to see who is visiting our site, how they are using it, where they’re generally located, what they’re doing on the site. They can tell us what posts are working and what one’s are not. We can see what time of day is best to post on our social media sites. We can see if people are actively engaging with us, or just liking our content and moving along, or worse, not responding at all. Clearly, that’s more information than the average person thinks they’re leaving behind when visiting a website.
So what exactly are web analytics and how can you get them to improve your web presence? Many social media sites will have their own set of analytics; Facebook for example will show page owners how many people are viewing their page, their posts, the reach the posts have had, how many people like their page and so on. Lou Dubois from Inc. has complied a list of the 11 best web analytic tools available. On this list is of course the commonly known Google Analytics. Check out this short video to get an idea of what Google analytics can do for your website.
When you’re viewing these dimensions and metrics to improve the use of your site and ensuring your visitors are getting the most out their time while there. You’ve got all the information your chosen analytic tool has spit out, but how do you decipher what it means and make it easier to digest? You make it into a report of course! Megalytic put together some key elements to make sure your web analytic report is effective and easy to understand so you can pass it along to important stakeholders, potential or current clients, and who ever else has the pleasure of review this work of art.
To better understand the result of your reports, you want to make sure you have clear dates set, whether this is done monthly, quarterly, or annually. Next, you must elaborate on the data given. It’s not enough to just plug a chart or graph on the page. Make sure it’s written so that anyone who picks it up can understand what those number means and what the impact is. Another factor to include, and one that is quite important, is to include the return on investment (ROI), not just the traffic passing through. The ROI will help to put number into perspective as to what’s really working, what’s really not working and needs to be adjusted. From there you can go back to the strategic marketing plan and make the appropriate changes to get your web presence where it needs to be to stay competitive in the online battle field.