Aiming High In Web Site Analytics

12/22/2008

A problem that often occurs in web site management and design is that each section of the team will become so preoccupied with completing their own goals that they miss the big picture. Especially in times of economic uncertainty, people will strive to show how web analytics supports their individual projects. While this is fine, it does little to support the overall goals of a web site. It is just as important for these smaller projects to fit into the larger scheme of things at the company.

For the members of your web site team to be truly working efficiently, they must determine how their individual projects and goals fit into the larger scope of the company. When participants engage in a new project, it should be their responsibility to be able to explain how this particular project supports the fundamental goals and objectives of the company. For example, a common method of interpreting web analytics is by counting the click-through rate for a web site. While this is a key measurement tool, if the big picture isn’t taken into consideration when interpreting the results it can lead to faulty results.

When tracking company performance nowadays, it is not uncommon for each department to have its own preferred method, be it through Web analytics, surveys, customer interviews, etc. This often develops into the common mistake of relying on only a single method to track performance. The unfortunate fact is that it is very rare for a single method to give accurate results. It can lead to inaccurate data regarding your customers and prospects online. This is just as bad as when people ignore important information because it is too difficult to measure.

If this sounds familiar to you, there are ways that you can get your company back on track and hopefully gather some more accurate information. This is something that can be achieved when the people throughout your organization focus first on the main goals you have set for your business. Next, they can attempt to measure the possibility of attaining these goals by using the most appropriate methods for each. You will find that this will reap much better results than by simply using a single method to measure the goals you have set forth.

When the economy is in a recession, you will find that you do not have as many resources to devote to web site performance, so you have to make every dollar of funding count. The best way to accomplish this is by having everyone concentrate on the big picture and achieve the company wide goals that have been laid out. Once this has been accomplished, your web analytics will begin to show better results and improved web site traffic. Once you begin to see improvement, try not to fall back into a rut which ordinarily happens once results have been found. Instead, continue to have everyone in your company band together in their efforts to increase Web site performance.

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