As we head into another New Year, everywhere you turn are posts and stories reminding you to look back at your last 12 months. There are “Year In Review” articles about entertainment, news, and even your Facebook page.
With your company’s website, it’s also important to review your performance for the last year. Your site should be set up to measure this performance with Google Analytics, at the very least, among other things. For this review to be effective, you need to determine what your Key Performance Indicators (KPIs) are and your reports set up to measure them. Some of your goals might be “online sales/conversion rate”, “contact/quote forms submitted”, “publication downloads” etc. In a perfect world you should have been capturing this data for at least two years in order to allow you to measure performance Year Over Year (YOY).
Tracking Your Metrics in Google Analytics
Don’t forget that throughout the year you should be making consistent annotations in Google Analytics.
A few examples of the metrics you should track are:
- Sending an email blast (Record subject, date, time sent)
- Advertising campaigns (even print/mail/phone – web traffic trends can help you to measure success of media which are traditionally difficult to quantify)
- Social Media campaigns
- AdWords/Cost-Per-Click campaigns
- Unique circumstances in your industry, something appeared nationally in the news, etc.
- Weather Events – if you serve an industry impacted by weather (think Buffalo this year – snow plow demand would have probably increased significantly over the year, which couldn’t be explained if you don’t remember what happened)
Once you consistently standardize and track your specific set of metrics YOY, you will begin to see patterns developing in your results. By analyzing your results, you will have a better idea at just how effective your campaigns are and if they’re actually getting you the results you want.
There are numerous resources out there to help you, and if you are a Cazbah client your IMC (Internet Marketing Coordinator) is an expert in how to help you put all the pieces of the puzzle together. Your dedicated IMC is there to help you produce and manage the best website for your business. Make sure you’re taking advantage of your resources, both the free ones and the ones you are paying for. Let’s make the New Year even better than your last one!