So you've integrated Google Analytics into your website...you've checked-off the 'to do' task, so now you can get back to concentrating on your day job managing all the other projects on your books. Then the dreaded day comes, the CEO calls you up and asks "how's the website? What are the stats like?" - panic sets in: where are the login details?; Did I remember to write them down?; The agency, can they access the stats?; If I don't get website stats to the CEO by the end of the week - my job, my mortgage, my...I need a drink!
OK, so a bit of an exaggeration, but the scenario of evidencing website communication effectiveness within today's business environment is very real. Proudly bathing in the quantity of visitors that reach your site, or frustratingly tutting the tumbleweed when visitor targets are not met is superficially short-sighted. A truer picture emerges when measured analysis of recorded website stats is undertaken, which often throws up a few nasty and nice surprises.
Key to website analytics is being able to keep on top of the data - ensuring that webstats data is monitored on a monthly basis and recorded. Get this secured, then the foundation is there to start understanding a website's quantitive statistics and recorded user behaviour, and how the two interact.
Clear KPI drivers need to be agreed that govern the effectiveness of the website as a communication - awareness of corporate messaging; goal conversions; sales leads; e-commerce spend; search reach...the list could go on, but once this is base-lined, the power of analytics is realised as an influential reference for communication development.
A website is normally one communication within a larger communication mix. In approaching analytics, it is important not to take an isolated look at the website as more often than not, PR campaigns, recruitment drives, fiscal announcements, events communication or 'unexpected happenings' will have an impact website usage. A known communications matrix referenced in parrallel to analytics data, will build-up the bigger picture on where the website sits in the communications mix, its share within the mix and how other channel communications interact with it.
All this and we've not done any analysis yet, and quite right too. In order to maximise upon the value of webstats analytics, a holistic approach is required that absorbs the wider communication landscape. Once this is a known, targeted analysis can be undertaken, conclusions reached and recommendations made that drive directional development of not just the website, but the communication mix as a whole.
I did say webstats analytics is powerfully influential, didn't I?
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