Whenever I ask an online marketing manager what they are doing for Web Analytics, I get the same reply: “Oh, we have (insert product name here, usually ‘Google Analytics’)”. This is a fine response, but it doesn’t really answer the question of “What are you doing (or not using) for Web Analytics”. A better reply would be “I’m monitoring the bounce rates of my organic landing pages” or “I’m analyzing how people interact with different colors on my navigation menu” or even “I’m just spending fifteen minutes a day, usually while stuck in a meeting, to look for really big and obvious problems”.
But we don’t say these things because we really aren’t doing them. At some point in the past, someone installed Google Analytics on the website and, for too many of us, that’s it. But the point of any tool is not to have the tool, not to install the tool, but to use the tool. Nobody goes to the hardware store because they need a quarter-inch drill bit – they go because they need a quarter-inch hole. Likewise, nobody needs a Web analytics tool for the sake of having one, but we all need to know what’s going on with our website visitors.
I’m not talking about analyzing the small, subtle behavior patterns of your visitors or advanced statistical analysis. I’m talking about big, gaping problems with your website that, if no one has been keeping an eye on the analytics, are almost certain to exist. Things like the bounce rate on your web site has doubled since you redesigned it three months ago. Or that not one person has clicked on that flashy “Request a Free Trial” button that’s taking up a third of your home page. These are big issues, revenue-killing issues that should be easy to spot in any analytics solution.
So, if you aren’t already using your web analytics tools, I urge you to spend fifteen minutes a day, possibly while stuck in a meeting, to look for really big and obvious problems on your website. If no one at your organization has done this before, I can almost guarantee you’ll find them.
If you aren’t sure where to start, Nowspeed offers analytics consultation for Google Analytics, Omniture, and many other platforms that includes setting up Goal Tracking, Dashboards, or even implementing the web analytics solution if you’re starting from scratch. Please contact us to talk it over.