It’s a conundrum: you want to make improvements to your site but you have no real idea what is and isn’t working. What’s an event pro like yourself to do? Fortunately, unlike most conundrums, this particular situation has a simple solution and it’s called analytics. Analytics represents some of the lowest hanging fruit in terms of improvements you could make to your website that will have a big impact on performance. Here’s two easy ways to make it happen:
1. Install Analytics
No, I’m not being a smarty pants by specifying that if you want to reap the rewards from analytics, you have to install them first. You’d be surprised how often that step gets missed. It’s not terribly hard to understand the oversight, really, as prime time to get analytics up and running is when your site launches. I don’t have to tell you there’s a lot of balls in the air around that blessed event and analytics often gets the short end of the stick when you’re just trying like heck to get things live.
All that aside, there are generally two routes when it comes to analytics, free and paid.
If we’re being honest here, it’s probably more like “free” and “free and paid.” That’s because one of the freebies is Google Analytics and it’s a bit of a must for SEO purposes. Whether or not you need to add a paid tool on top of Google Analytics or any of the other free options, really depends on what it is you need to know and how in-depth you want to go.
If you’re starting from scratch, I’d recommend getting Google Analytics up and running and then considering paid options once you become familiar with that platform and its limitations.
2. Review Analytics
Again, no snark involved in the delivery of tip number two here.
You might not think that installing analytics and reviewing said analytics are the same thing, but you’d be wrong. It’s terribly common for businesses with robust analytics on their website to consider the box checked after installation and look-in on things rarely, if ever.
There are two reasons for that:
- It’s an almost universal truth that Analytic interfaces are terribly confusing. Although it isn’t insurmountable, there is definitely a learning curve that a lot of people don’t have the time or patience to get through.
- Second, as long as nothing’s “broken,” it’s all too easy to just take a hands off approach and let things just keep humming along.
Both reasons are understandable, but there’s no better way to know exactly what you can do to improve the performance of your website than keeping tabs on the analytics. The hassle is more than worth it!
Easy ways around these roadblocks include calling in the experts and scheduling regular reviews in advance. As far as getting outside help, it doesn’t necessarily have to mean finding room in your budget for an analytics consultant to “decode” things for you every month (if you have the budget though, it can’t hurt!). It could be as simple as a little temporary hand-holding to get you familiar enough with the process to manage things on your own.
Once you’ve got that down, give an analytics review a non-negotiable place on your monthly calendar. Make sure everyone with a stake in the website is in the room and don’t open the door until you’ve got a list of action items and a clear idea of who’s responsible for each.
If you’re thinking you could use some help making heads or tails of all this, you’re in luck because Ungerboeck Digital knows the ins and outs (and what have you’s) of all things analytics and can get you set up in a jiffy. If you’re thinking you’d like to know more about what you can do to whip your website into shape with analytics or otherwise, then it really is your lucky day because we’ve got a brand new Ebook about that very thing! Download your free copy today and/or contact us for more information about what we can do to help.