Analytics That Will Matter Most to Your Boss
Analytics plays a very important role in a company’s success, and there are tons of analytics available on all aspects of a website. But taking those analytics, reviewing them, and creating a report with the most beneficial information can be a daunting task. At the end of each month, an analytics report is put together by myself and the INTEGRIS Marketing Team hitting the hotspots of the INTEGRIS website and social media pages. This blog post is going to provide you some beneficial insight on the purpose of analytics and which of those metrics your boss will actually care about seeing. Keep in mind, each company and project are different and have different needs, so tailoring your analytics report to those specifics is key for creating a worthwhile report.
I’m going to start off with why analytics are important. There are more than enough reasons why analytics can prove to be important to your boss, but it all depends on the quality of those analytics. Your analytics must be narrowed down to provide the most accurate and beneficial information. One of the most important aspects to consider is determining what your ultimate business objectives and outcomes are and how to measure those aspects. Tracking and measuring results across time will benefit your company and its Internet marketing efforts.
There are many important metrics to be measured that will provide great insights on your company’s marketing efforts. However, there are several specific metrics that provide the highest wealth of information that will benefit your strategies the most. Be sure to assert attention to the following metrics:
- Traffic Sources: After the strong and weak points of the website content have been identified, then it is time to move to the traffic sources. A good place to start is viewing all traffic sources and narrowing down from there. Viewing all traffic sources can be beneficial, but narrowing down to specific sources like organic traffic, direct traffic, search traffic, social media traffic, etc. will provide the most beneficial info on your site’s strong points and weaknesses.
2. Site Content/Page Quality: this data will help provide information on your company’s most viewed pages, identify pages with high bounce rates, and assess the page value and if your goals have been met. Tracking these metrics will give excellent insight on how well specific pages are doing and what can be changed to improve the pages that are struggling. It also provides insight on what pages bring the most traffic to your website, which pages are most popular for each traffic source, and where improvement is needed.
3. Social Media: If your company uses social media for lead generation, sales, prospecting, etc. then gathering analytics on your social media efforts is definitely crucial. A few important metrics to measure within your social media analytics include:
Network Referrals: social media platforms that send traffic to your site.
Landing Pages: shows which shared URL’s have brought the most traffic and to which pages.
Conversions: provides how many conversions have been made through social media.
Visitors Flow: provides info on where site visitors go throughout your website.
4. Bounce Rates: You should always set out to minimize your bounce rates at much as possible to increase sales/productivity with your efforts. A bounce rate is the rate at which new visitors visit your website and immediately click away without doing anything on your site. This means that visitors are spending a very low amount of time on the site and there are no interactions happening. A high bounce rate can mean several things including irrelevant traffic sources, landing pages that aren’t optimized for conversion, poor content, poor site design, etc.
5. Conversion Rates: These are the rates in which your website visitors resulted in a transaction when using your site’s services. This is probably the most important metric to measure and will have the most meaning to your boss. Setting goals is the first step. For example, if you run an e-commerce site, sales goals should be set and then measured. Once goals are set, conversion rates can be used to track the relative success of each page on your site, relevance of traffic sources, and sales resulting from that traffic. The conversion rate will provide insight on the visitors to your site and what percentage of them completed the goals you set.
These are just a few of the many, many available important analytics to measure. As I mentioned earlier in the post, it is important to tailor your analytics report around your specific needs and goals, therefore the previous metrics may not be your main focus and you may need to focus on other aspects. Find the analytics that will please your boss the most and focus on those areas. You do this, and you might just get that raise you’ve been working so hard to get! (Or you might get a pat on the back at the very least)
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