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Get Your Website Right This Year

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Get Your Website Right This Year

I have been analyzing websites for over 10 years.  Over the last three years over 100 websites, some which are simple others that are complex.  From the analytics perspective, more than half of them do not have their analytics tracking implemented correctly.

My expertise is with Google Analytics, but I do have experience with Web Trends, and Adobe –Omniture Site Catalyst.  I have a clear understanding how they all work and what it takes to manage each platform. 

Because my clients use Google Analytics, the general implementation is simple for the novice.  Granted Google over the last year has implemented its version of Tag Manager.  I have not come across a client using it. 

No matter what size your business is your website is your calling card, it is the point of contact for your company.  If you are ecommerce company it is your 24/7 storefront.  You go and hire the best web designers and developers to build your site but if you do not invest the resources to ensure your analytics is implemented correctly, it makes it very difficult to measure how well your business is performing. 

From my perspective as an analyst, it makes it harder in terms of telling a client how their business is performing.   It is easy to tell them how much traffic is coming to the site but in terms of talking about how well the site is converting from a micro or macro level makes it very difficult.  The conversation turns into an analytical gap reporting analysis. 

There are 4 key functionality features that I have found in Google Analytics that with the investment on the development side can only help a business truly understand their website performance. 

  1. Webmaster tools – with organic search across to internet being encrypted it makes it more difficult from a SEO perspective to see what words people are using to find your website organically.  With that implemented it gives a picture of how you rank in organic search and what search terms people used to find your business in organically.
  2. Site Search – If your website has the functionality for a person to search your site by entering a specific term, this functionally it is vital to have implemented. It gives you the ability to see what people are searching for on the site.  Additionally I have found that it gives insight into things people are looking for but you might not offer. 
  3. Event Tracking - If your site is a lead generating site this is vital in terms of measuring how well the site is converting. What Event Tracking does is track the clicks when a person submits a form or clicks on a specific link.  There are other uses but these are most frequent gaps I have found.
  4. Ecommerce Tracking – If you are an ecommerce company this is vital. With Google, rolling out additional enhancements to ecommerce reporting the reporting is great.  I know many companies use separate shopping carts to manage their ecommerce operation but based on what I have read the tracking can be implemented.   One the keys I have found is that with Google Analytics you can measures your ecommerce tracking from a mobile perspective.  This gives the ability for company to optimize for mobile.

Look at your business and your analytics and ask are we tracking everything that is vital in terms of understanding how we are performing.  If you find gaps, invest the resources to close those gaps and grow your business.  If you do that, I can promise you that your bottom line will improve.        

Read more about me on LinkedIn, if you are looking for analytics help talk to us today.




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