Killer Analytics: How to Use Analytics to Improve Your Website Performance
July 30, 2021
The analytics process can be broken down into 4 phases:
- Identify the audiences and goals for your website’s main pages
- Goals should be measurable, such as engagement with a call-to-action, or CTA
- Define a narrow audience.
- Consider developing personas for your identified audience, what they want from your website and what actions you want from them.
- Determine which metrics show progress made toward the specified audiences and goals.
- With over 200 metrics to choose from in Google Analytics, this task can feel daunting.
- Look to combine metrics to show a more complete picture.
- The higher education analytics community is very helpful. Check out
- the HighEdWeb Analytics Community group,
- U of M's Tech People group,
- the U of M Web People Google group
- Conduct a comparative analysis on a complete cycle of data.
- Depending on the content of your unit's website, the cycle could range from a quarter of a year to a full year.
- Compare the previous time-period’s data to your current data, review your data for any errors or discrepancies.
- Research any anomalies you discover, discuss your findings with your colleagues, read recent blog posts, reach out on slack channels.
- Watch for surprise audiences, those not identified in your goals, which are driving traffic to your site.
- Create a dashboard/report containing your insights and pertinent data.
- Customize your dashboard to fit the needs of your audience, providing the appropriate insights and data to meet their needs.
- Google Data Studio, an easy to learn, free interactive dashboard, pulls in metrics from a number of sources, including Google Analytics and Google Search Console, with customization opportunities.
Watch for more details about each step in future blog posts.