Analytics…The Icing on the Cake
You’ve redesigned your Web site, now what?! ANALYTICS! All this data can seem overwhelming but this will provide the ‘icing’ on your Web site. Before you even start thinking about social media you should understand the basics of the data.
Analytics provides you with information on the activities on your Web site. This will help you understand the type of people who are coming to your site and what they are looking for. You will know which keywords visitors are using to find your site, which pages they spend the most time on, which pages cause them to leave your site, average length of time on the site, and much more.
Overall, analytics provides crucial data that will help you retool areas of your Web site based on this data. It ensures a longer shelf life of the Web site and continually allows your site to be enticing to those that visit. After all, who wants to look at a cake that is missing the icing!
Now the question becomes which platform to use…Google Analytics, Piwik, Omniture are a few options available. Ultimately, it depends on your budget and what features match your needs. It is highly recommended that some platform be put in place on all your top level marketing pages as well as your program pages.
Which platform are you using? What are the pros and cons? What are the features you cannot live without?
Analytics provides you with information on the activities on your Web site. This will help you understand the type of people who are coming to your site and what they are looking for. You will know which keywords visitors are using to find your site, which pages they spend the most time on, which pages cause them to leave your site, average length of time on the site, and much more.
Overall, analytics provides crucial data that will help you retool areas of your Web site based on this data. It ensures a longer shelf life of the Web site and continually allows your site to be enticing to those that visit. After all, who wants to look at a cake that is missing the icing!
Now the question becomes which platform to use…Google Analytics, Piwik, Omniture are a few options available. Ultimately, it depends on your budget and what features match your needs. It is highly recommended that some platform be put in place on all your top level marketing pages as well as your program pages.
Which platform are you using? What are the pros and cons? What are the features you cannot live without?
Replies to This Discussion
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Permalink Reply by Kati Davis on -
Better yet - who doesn't want to eat a cake with out icing?!
Great point Tina! And looking at analytics means more than just having a report generated every so often that you email out to everyone with no indication of how those numbers impact marketing activities.
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Permalink Reply by Deborah Morrison on -
We use google analytics, and I find the content overlay to be the best tool they provide. I'm able to easily assess how users are interacting with the site. For instance, it was easy to see that content links are much more used than the exact same link in the navigation to the left. We've shifted our strategies numerous times based on the information we get out of the content overlay.
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