How can web analytics dashboards help measure the achievement of online goals?
It doesn’t matter how much you put your business, products, and services out there, or how many sales or enquires you are getting, you need to monitor what’s working for you and what isn’t. For many businesses this means looking at their website traffic and the behaviour of visitors once they enter the website.
Website analytics can tell you a lot more about the effectiveness of your marketing efforts than you think. It’s time to move beyond simply looking at visitor numbers, page visits, and bounce rates, and start to customise your analytics based on your business’ requirements.
The number of visitors to your website is important, as is monitoring the sources of your traffic. However, Google Analytics offers access to much more in-depth information which can be monitored and reported on through custom dashboards.
Customising your dashboards means that you can take your specific metrics that are relevant to your marketing campaigns and website and use these to show you relevant data and results. These are easy to drill into and analyse and can benefit you in a number of ways.
What can/should you be measuring?
Google Analytics can help you to measure the online goals that you set for your business and probably currently measure manually. Setting specific conversion goals based on individual campaigns, such as signing up to your newsletter, submitting a contact form, downloading a document, or purchasing your product, will give you more accurate information regarding the success of your campaign.
Using custom dashboards
In a nutshell, Google Analytics’ custom dashboards allow you to monitor and measure the stats that you are interested in. Whether you want to monitor the levels of engagement from visitors on mobile devices, visitors and sharers of your blog posts, or keep a closer eye on the keywords being used to find you in search, there is a dashboard for you.
If you are looking to implement custom web analytics for your business, Google offers a number of tools, including custom dashboard templates, to get you started. These can then be developed and tweaked as you gain more insight into what you are looking to measure.
Benefits of using web analytics dashboards
You are measuring the right stats for your business
Any measurement of activity on your website is a good start, but to really get the benefits, you need to drill down into what the overview figures, such as visitor numbers and bounce rates are telling you. Every business has different goals for their website so the only real way to get maximum benefit from Google Analytics is by customising the dashboards to suit your required metrics.
You can monitor the success of individual campaigns
If you are testing a new sign up page or running a campaign around a specific product or service, custom web analytics dashboards really do help you to connect the dots. You can get an accurate picture of how people are responding to your marketing messages, split test your campaigns, and ensure that you are getting the most out of your marketing budget.
You can use your data and results to improve your website and monitor its overall performance
Your website is the online window to your business and you need to make the best of it so that it is bringing you leads and sales. Many people pay someone to design and build their website based on what they think their customers want. However, the stats don’t lie. If your bounce rates are through the roof and your conversion rates have plummeted after the introduction of a new form or design, then you need to address this.
There are a number of dashboards that can help you with this and you can easily monitor the overall performance of your website, from the time it takes to load a page, to your sever response time. We are very impatient today, if your website doesn’t load fast enough, or the information that your customer requires isn’t easy to find, they will leave. As they say, you only get one chance to make a first impression and your website is key in creating that first impression.
We are all looking for ways to improve the performance of our marketing campaigns and how our website supports our business. Google Analytics and custom dashboards are a great way to see what’s working for you and how you can improve your performance online.
What online goals are you tracking? What Web Analytics Dashboards do you use? Did they help you improve your marketing activity and ROI? Let me know in the comments below.
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