Being present online these days is standard for any company whose customers can be found in this medium, be it with a website, or taking it further to the social media space. One aspect that remains mandatory, no matter how big or how small you are participating is understanding and being actionable with your website analytics data. Your site data is different from conversational data which comes into play and is layered on when you get involved in the social web.
Setting up your analytics and determining what and how to measure is a key first step in managing your focus and presence in the digital space. Having a strategy in place for reviewing and incorporating the insights gleaned is a must. Doing so up-front will save money and effort in the long-term.
What are some of the things your data can teach you?
What content are people the most focused on or drawn to? Does it align with your preconceptions of what was important? If not, what are you missing? How can you adapt? What can you do to increase engagement with the content you think should be a higher priority?
Are there frequently specific areas of abandonment on your website? Why? Is it as simple as a 404 error, or more complex – heavy load time, unclear navigation, mislabelled content, etc.
What content drives traffic but isn’t sticky? Review it with an open mind. Take off your marketing glasses and put on your consumer hat.
Where is your traffic coming from? Links? Do you know who the people are who are advocating your content? Are you present where your content is being shared? Are you optimized to encourage sharing?
What type of search engine traffic are you getting? Is it quality? Do you rank well for some terms and not for others? Are the engines indexing the pages the way you would want them to?
What are some of the keywords that are driving the most traffic from search engines as well as from social networks? Are they what you anticipated? Do they align with your content and focus? What can you do to adjust?
Taking the time to set a strategy in place can provide a goldmine of actionable data and, if included in review cycles, can continue to be a road map to how your digital presence is managed, and can help refine and focus your marketing initiatives. It’s a must.
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