Measure, Analyze, Act!
Know what to measure, what and when to test, how to analyze, and what to do with the results.
Website analytics is one of the foundational elements of a digital program that oftentimes is underappreciated. Digital teams are typically more excited about new features and capabilities than they are about the website’s actual foundation.
But features and cutting-edge technologies are impossible to appreciate if you can’t see how many site visitors ever engage with them. And without a well-thought-out and executed web analytics foundation, you’ll never be able to accurately determine if your expensive new site search tool or interactive product customizer are contributing to conversions.
Our BMDi analyst team is here to build your site analytics foundation and ensure that all bells and whistles are measured, tested, optimized, and actively contributing to your business goals.
How We Do It Better
Building a Better Measurement Plan
While people need to view pages in order to purchase, there is so much more to a measurement plan than just tracking pageviews and transactions.
A successful measurement plan should contain three key components:
KPIs clearly defined and ordered
It’s a wonderful starting point to define all your website’s KPI’s, but what’s almost always overlooked is agreeing on the priority or value each KPI has. For example, for an ecommerce site, a lead KPI will always be a transaction. But there is also value when a user signs up to receive email communication or when a user saves a product to their wish list. Which KPI is more valuable? Understanding the importance of each KPI informs decisions down the road.
Micro moments captured
Before a purchase or lead capture, there were actions a user took to get there. They used search, or they read content—they had to find where to click, sign-up, or buy. Those small interactions tell a story as to why some users complete a high value action and others do not. At scale, those micro moments help you understand where and what to optimize.
Segments and audiences defined
Once a measurement plan has major KPIs and micro moments defined and poised for data capture, define audience and segments. This is really the starting point of a broader audience strategy—it starts with understanding how interactions from users on your website can fuel analysis and targeting. For example, if you are a homebuilder and users on your website can filter to view only move-in-ready homes, those users who select that option should be grouped into a segment. These users have different timelines, expectations, and interests than those users looking to build a home. Not everyone that comes to your website is looking for the same experience.
The Impact We Make
By leveraging big data analytics with thoughtful measurement planning, we help our clients collect accurate and robust datasets to fuel insightful analysis. One of the main impacts we have is identifying a data-driven hypothesis for how to improve performance and execute testing to prove the incremental value of taking informed actions.