One of our recently redesigned client websites was made live a couple of months ago and, after we'd gathered some user data on it, I called the client to analyse what we'd found.
In the first month alone, we saw some very positive changes when comparing the new site with the old. By offering more user-focused content – such as FAQs – the homepage's bounce rate* dropped from 40 per cent to 31 per cent. The number of visits to the contact page also doubled in number, suggesting that the new site is more effective at generating enquiries and leads.
The client then asked for the same analysis of month two so that she could make a month-on-month comparison for her executive board. Talking through the data that was available, our client was amazed not only at the level of detail available but also at how easy it is to create and schedule regular reports to arrive by email. This allows the marketing team to enter their exec meetings armed with an evidence-based justification for the new website spend and a demonstration of its success.
I'll soon be uploading a Guide to Google Analytics that covers:
- top five metrics you should report on
- how to set up automatic regular emailing of reports
- how to interpret the data to maximise your marketing efforts.
Watch this space.
*a 'bounce' is when a visitor arrives at your site and then leaves without making another click or visiting another page.
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