How website tracking metrics help you make better business decisions

Amy SoullierSMEs, Startups

Most businesses use a form of analytics to measure user behaviour on their website. But a lot of businesses don’t use it to their advantage. At Concision, we often help clients with their tracking and monitoring metrics, and we think there are two key ways to use metrics wisely – and make better business decisions.

1) Use the whole picture to achieve conversions

Concision’s CEO, Daniel Roe, says that using tracking and monitoring metrics is similar to “running a continual focus group about your website and your business.” Metrics provide ongoing, dynamic feedback about how successful your website is at gaining customers and achieving sales.

Our first key suggestion for maximising your metrics’ usefulness is simple: see the big picture by looking at complete user journeys. Or, in other words, look at customers’ actions on your website from beginning to end. By doing this, you can see how successful your website is. “It’s not just about the total numbers. Think user journeys,” says Daniel. “Find out what works on your website, and what doesn’t.” For example, how many of your users leave your website after the first page? How many buy your product? How many read your blog – and how often does that lead to conversions?

Behaviour flow metrics diagram

Behaviour flow diagram

Using your metrics wisely can answer questions like these, and lead to smarter decisions about how to use your website to increase revenue. Google Analytics, for example, allows you to view your users’ behaviour flow. It shows users’ journeys through your website – including, crucially, when they leave, or drop off. You can see which of your pages are most successful at retaining users and leading to conversions, and which ones are a hindrance. A key metric is your bounce rate – the number of visitors who leave with no interaction.

After looking at your data, it’s time to ask the key question – what does this mean for your business? Daniel’s advice is not just to look at numbers and figures, but to go that crucial step further and analyse your users’ behaviour in order to make smarter decisions about where to invest your money, and your time.

2) Use the detail to target your audience

Looking at the big picture of your users’ journeys can help gain conversions. But the small detail – splitting your users into segments based on age, location, gender and more – can help you better target your audience.

User data metric diagram

User data diagram

User profiling separates your data into different categories which can identify factors affecting your revenue. This can help you make better business decisions. If your data tells you that most of your customers are aged 35-45 and live in the North East of England, you know how to shape your message, direct your marketing strategies and even make changes to your product. Daniel says that this can be the most important aspect of your analytics. Segmenting your users by behaviour lets you see what’s going on behind the numbers.

And there is much more data you can access. Google Tag Manager, for example, allows you to insert tracking scripts on your web pages to monitor activity such as a link clicks or where the mouse moves on a page – all without needing to modify your website. This detailed data can be analysed to reach conclusions about how to direct your business strategy.

Once you have the right data, create a measurement plan. It will help your business focus on the data that you need, and give your analysis direction. This plan needs to be made in conjunction with a wide range of members of staff, who can form a picture of the data segments that will be most useful.

Using data in this way will, says Daniel, “give your business a clearer direction, and it can help you craft your message to reach customers more effectively.”

So it’s time to get ahead of your competitors by using your tracking metrics to your advantage. For advice about this, and help creating measurement plans, business direction and more, please contact us.