Putting your Web Analytics to good use

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I’ve worked for a good part of the last decade providing data and analytics support for companies across Arizona. While there are lots of viable data points we can produce for our clients, or they can gleam themselves via Google Analytics, it’s sometimes difficult to make sense of them, or to understand the tangible benefits of the analytics.  

For example, if I went up to one of your employees and provided him with a spreadsheet that showed bounce rate, monthly visitors, etc. of your current website, it wouldn’t be very useful to them without some frame of reference.  If you are receiving 50 unique visitors per day, is that good or bad?  What’s your competition doing?  How many of those visitors produce actual sales or at least have some follow through?

What to do with your WordPress Analytics…

Below I’ve summarized some great ways for you to make use of the analytics you are receiving from your WordPress site, and put them to work for your benefit.

Metrics and Goals

Metrics are great, and can tell you exactly where you are with your online presence.  You also need to know where you want to be.  Try and get your team together, or reach out to us at SonFisher, to discuss reasonable goals for each metric, and then monthly or quarterly you can monitor your website in relation to those goals in a KPI (key point indicators) dashboard or spreadsheet.  With a quick glance, you’ll be able to see for each datapoint whether or not your website is on-track for your current goals, and it can really help with visualizing progress when you look at KPI’s over a multiple-month period.  And don’t stress, while certainly you can invest heavily in dashboard style data visualization software, this type of work can just as easily be done using Microsoft Excel.  It can be easily color-coded so with just a quick glancing you can tell if you are meeting, exceeding, or struggling with each goal.

Monitor Your Best Performing Content

Try and get your team on-board with improving website traffic.  If you have a blog, get team members who wouldn’t normally post to guest post an article or two, you might be surprised how quickly it can drive traffic to your site.  Keeping a careful eye on site traffic by post can help you detect what kinds of posts are driving traffic to you, and give you an idea what types of posts to encourage with your team.

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About the Author: I am a technical writer, author and content management consultant, local to the Phoenix area. Since 2008, I have immersed myself in the IT world, impacting my field through development, instruction and coaching.

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