The (Web)olution of Analytics

The (Web)olution of Analytics

It should come as no surprise that the design and structure of web pages has become increasingly complex over the past two decades. What were once static pages of text are now filled with interactive sliders and graphics, dynamic forms and expansions, animations, video, and other rich media elements. That’s not to mention parallax scrolling, mosaic layouts, and responsive designs.

However, as much as websites have evolved over the years, web analytics tools have not progressed very far in their built-in ability to track any type of dynamic content or interaction.

An “out-of-the-box” implementation of Google Analytics or another similar tool still views your site as simply a collection of static pages. For just about any website today, this is simply not good enough. How can you gain any meaningful understanding of your customers if the majority of their online activity is invisible to you?

It’s simple: If you have a website, you need analytics. And if you have analytics, you need to customize your implementation to suit your website and your business to ensure that you are measuring the things that matter.

Here are some tips to help you bring your analytics implementation out of the stone age:

  1. Know Your Business Objectives
    • What is the purpose of the site?
    • How does your website help you achieve your overall business objectives?
    • What do you want people to do when they arrive there?
      • Buy something, read something, watch something, submit something…
  2. Ensure You Have Measurable KPIs 
    • A KPI is a measurable indicator of whether or not you are achieving your business objectives
      • Put together a measurement plan
    • Define which metrics are useful and relevant; Don’t just track “everything!”
      • Just because you can measure something does not mean that you should
      • Having lots of data is meaningless if it does not help you make better smart decisions
  3. Bring Analytics into the Conversation at the Start
    • The importance of considering analytics from the very beginning of your website creation or refresh cannot be understated
    • This will help ensure that your site is designed and tagged such that your KPIs can be efficiently tracked
    • Take the extra step to speak with your developers from the very start to let them know which interactions you want to track, which page elements will need to be tagged, and how you want the data to be presented
      • For instance, incorporating a data layer into your site will ensure flexibility, portability and consistency of your data, which can then be captured in an analytics tool, such as Google Analytics, or other analysis platform

We wish you luck in your next web design or refresh… and if you have more tips, do share!

By |2022-02-01T11:53:51-05:00September 17th, 2015|0 Comments

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