Set your goals
Do you want to sell more? Loyalty? Know your customers? Increase your visits to sell advertising? Or just improve care? Setting goals is so basic that it is sometimes forgotten. “There are those who say: 'I've had a thousand visits! I am going up!' And that? It doesn't mean anything ”, point out Rubén Prieto and Alfredo Pernas, founders of the Deconexo online store. “When we start working with a client”, explains Borja Gutiérrez, Divisadero consultant, “the first thing we do is talk about what the real objective is with their website. Before measuring by measuring, it must be clear: if it is to sell, get a base of contacts (leads), that people consume content… ”. With an objective it will be much easier to orient the entire measurement to that. That is first.
Tip: Simplify
Measuring can be getting lost in a sea of data. "In fact, sometimes we worry too much about analytics," acknowledge the founders of Deconexo. Before starting to measure, a piece of advice: synthesis capacity.
“There is a guru who says: 10 KPI's (in measurement jargon, Key Performance Indicators, in Spanish, Key Performance Indicators, and in Christian, metrics that interest you) can be effective. Five are better. One is ideal, ”recalls Luz Núñez, consultant and digital analyst at Territorio Creativo. Stay with the fundamentals and, from there, enhance everything that is going well, improve what is wrong or put your efforts in certain points.
Choose your tools and create a dashboard
There are tools (generally paid) to integrate metrics and build a desktop in which to see what happens globally: on the web, social networks, mobile, one year, one month, one week ... Some examples: Sweetspot Intelligence ( price depending on customer needs) or Ducksboard ($ 50 per month in the business version). They are interesting from a certain volume of data; In general, small companies are enough with what Google Analytics offers (for web analytics) or with extrapolating data to an excel file. In the case of social networks, each one has its own tool and there are many more on the market.
To analyze Twitter data, community managers advise Hootsuite and SocialBro ($ 149 per month in their business version). For Instagram, Statigr.am (free). And to measure app downloads (and number of updates, countries, position in rankings, etc.), another pair: Appfigures ($ 139 per month in its business version) and AppAnnie (with a complete free version).
What to measure
Analytics is not to know how much you sell. You already know that. What interests you is to see where to attack. Where? For Muñoz, there are four basic pillars: recruitment (where they come from), activation (the type of content they reach), conversion (who and how converts, or meets the objective of your website) and retention (do they return ?).
Where do people come from? And where are you interested in people coming from? It's uptake. Segmenting and analyzing traffic sources is essential. “When a visitor converts, what has happened before? Where on your website has it been or where has it come from? You have to segment by the above, ”explains Muñoz. Analyzing traffic sources will not only allow you to know where the people you are interested in are (and where to go to find more or where not) but also what type of profile you have. And with it, improve the campaigns.
“Imagine they come from the Enfemenino.com forum. They are women. Studying where my niche is will allow me to go for a shot. Are they on social media? Well, I increase the time of community management. Are they coming from Google looking for things? Well, I invest in SEO or I do SEM campaigns to appear first ”. Or vice versa. They come from social networks, but you want to get more traffic? Invest in SEO to appear in searches. They come from searches but I want to mobilize the community? In this case, invest in social networks.
Where does it go and where does it go? Measure the quality of visits. Having many visits is fine, but the important thing is that they are of quality: that whoever enters your page, does more than arrive and leave. This is what is known in web analytics as the bounce rate (in Google Analytics, public> overview> bounce rate). "It means that the percentage of people who have entered have considered that the web did not offer what they wanted," explains Borja Gutiérrez. You could study what is wrong (is the page well designed?) And act accordingly. Both points, where they come from and where they are going, “are key to determining whether to act on the recruitment part (attract more people) or on the web part (work on the web product so that more people stay ) ”, Concludes Gema Muñoz.
How many people do what I want them to do? The conversion. Now it's time to look at how many visits end up doing what you want them to do: buy, read, register ... It is the conversion, different according to the objectives of the site. Conversion funnels are used to measure it. In Google Analytics, you first have to set up goals (admin> profile> goals) and then the funnels (standard reports> conversions> goals> goal flow). “You measure how many people land, how many go to the product page, how many leave personal data, how much payment and how many get to buy. What if 500 people enter the product page, but only buy four? There is a problem in some of the steps ”, explains Muñoz. Seeing in which step of the process more people fall, you will see where to improve.
Another way to see how people move on the web is the flow of visitors (standard reports> public> flow of visitors).
How many people come back? Sell or give content, the important thing is to build loyalty. After attracting customers and converting them, how many come back? It's retention. "Ask yourself: how many of those who have bought from me had done so before, how many had already come to the web, how many of those who I capture already know us ...", continues Muñoz. If the percentage is low, work that part. “There is event tracking: variables in which we can label types of users (buyer or not, logged in or not…). You collect that value, create a separate profile and see the traffic of that type of user. So you have a vision of the behavior of loyal users compared to those who do not ”. Other variables are new and returning visitors or traffic sources.
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