From the Intern: Understanding Analytics and Using These Numbers to Accomplish Your Goals
Many of you have probably spent the time and energy to include some sort of analytics software or metrics into your websites. You’ve heard from every credible “in-the-know” source you have that it’s a MUST-DO and that your website will be more effective and valuable because of this data. However, other than simply being able to track various numbers month-to-month, are you truly receiving the value that these tools can provide?
It goes back to the old adage “work smarter, not harder”. If you’re not getting any value, be it monetary or otherwise, from your work, then you are wasting your time. So let’s get into the nitty-gritty here, and discuss how you can simply implement a metrics strategy that works.
Goals
Yes, goals. I’m talking big-time goals. Upper-level, fundamental, what are we doing here everyday…goals. As it goes with any strategy, it’s very important that you know exactly what you are trying to accomplish. I’m not talking about bounce rates and unique page views right now, I’m talking about what you want your website to DO for you.
Why do you have a website? Are you raising awareness about a new campaign? Are you attempting to attract new volunteers? Asking for donations? Determine what exactly you want your users to be doing with your content. As an example, let’s say that you are a non-profit with an upcoming fundraiser. There will be an in-person event for people to attend that needs both volunteers and attendees. This is the most important thing on your organization’s plate right now and it needs to be a success!
Ok, great. So, what content on your website will most likely increase the probability that people show up or register to volunteer at this event? Is it a single page with the information? A video that you paid a couple of thousand dollars for that promotes this event? A “volunteer here” call to action that allows someone to register right then-and-there? Chances are you have a page somewhere on your site that contains all the content about said event, and that’s where we want people spending their time.
Align your Content
We need a baseline reading. So take the most recent couple of months of activity from your metrics provider. Now, start implementing engaging content, social media campaigns, and anything else you can think of to get people in front of what you want them to see.
My suggestion for a campaign like this is to implement in phases (if time permits). Don’t change everything all at once. We might realize that we’ve gotten positive results from the numbers, but we won’t be able to specifically target which content got us these results. That might be ok for something like an annual event that we just want to get people to attend, but may not be the best way to approach improving our “everyday content”.
For the day-to-day optimization of our sites (through content), we need to make changes once at a time. This allows us to track, more accurately, what piece of content or communication increased our numbers, engaged our community, and ultimately created brand identity for our organization. This takes time. It’s nearly impossible to immediately witness the benefits of a new content strategy, but with patience, attention to detail, and a staff who is committed to the process of using metrics to manage micro-successes in your content generation, you will find yourself with valuable, measurable results.
A Great Online Strategy is the Process, Not the Product
We have to always remember that the social web is a living space that grows, changes, and evolves over time. The needs of our community tomorrow will not be the same as their needs today.
The secret to being great at producing for this community is to always have a methodical and measurable approach to receive feedback from your content “consumers”. This can (and probably should) involve direct communication as much as possible, but also certainly uses analytics to speak for the masses. It’s not necessarily about knowing exactly what your users want, but the search for finding what engages them most effectively and being able to rationally explain why you know. It’s the value of having concrete answers for what generates traffic and time-spent viewing your content. THAT is what analytics tools can bring to the table, and that is what you should be working toward.
Written by Josh Mobley, Triangle Gives Back Intern
Email: josh@trianglecf.org
Twitter: @TriangleGives
