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Web Analytics
Define Key Performance Indicators (KPIs)
What drives your business? How do you define success of a marketing campaign or initiative? Do different stakeholders/business units within your company have varying metrics that they would define as a success?These may seem like basic questions, but far too often do we see companies not ask themselves these simple questions. Many times they will rush into the “doing” action before figuring out how to measure if they are acting in the right manner. KPIs are quantitative measurements that both help measure progress towards a set goal and help identify areas that need improving upon. These KPIs are going to be different for every single company out there and there is no magic one KPI that fits every business. Even within a single business, there are different stakeholders that rate success in varying ways. If you do not pre-determine the gauges for success, then how can you see how well your efforts are performing?
Clearly defined KPIs not only help set the stage for collecting the necessary requirements, they help make sure you are not veering away from the pre- determined roadmap that has been set in place. By being able to say at any given time how well you are performing, you will help minimize confusion within the organization and help maintain a communal focus on meeting the objectives of both your individual stakeholders as well as your company. We can help guide you through this process and be there to help ensure periodic reviews of the performance are being done as well as to assist in making modifications along the way.
Reporting Design and Analysis
We firmly believe there is such a thing as too much information. If the information is not actionable and relevant, then it is simply data. Data does not make an impact to your business, information does. Too often we see companies try and collect anything and everything into their data warehouses, falling short on trying to take the data and turning it into information that stakeholders can actually do something with. We can help bridge the gap between the data collected and the reporting of information to your business.Our goal is to provide streamlined reporting designed around defined KPIs working to provide a concise and actionable analysis of information for your stakeholders that will ultimately effect how you drive your business today and into tomorrow.
Testing and Site Optimization
On the web, sometimes the smallest changes can have the biggest impact. We have seen minor changes such as link wording, button placement, and even changes to colors, drive additional clicks and conversions. Studying traffic flow patterns throughout your site from both new and current visitor segmentation can help identify areas of improvement. Identifying the areas within a site or on a marketing campaign that need enhancement is just the beginning. From there we move to the process of A/B and multivariate testing to determine what is the most optimal change necessary to reach the goal starts.- How do we identify areas of improvement?
- What changes should we test?
- How do we test and track the results?
- What internal system changes will be necessary for implementation of the tests?
These are only a few of the questions that your business needs to answer and it can quickly become overwhelming. Let our consultants help you identify areas needing improvement so we can work together to develop solutions that best fits the needs of your business goals. We will then proceed to monitor the results, continue to test new ideas, and identify new opportunities for testing.