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Analytics: Set, Measure, Succeed
Web Analytics is an Aladdin’s cave for anyone with a website. Analytics tells the story of your customer, the journey of your success and the opportunity for more investment. Like most, people tend to go for Google Analytics because it’s easy to use, it has a simple interface, you can personalise reports and best of all, it’s free to use. To me Analytics is the key to any online success and it can easily justify business decisions.
In order for you to really benefit from Analytics you first need to outline what your website goals are. Secondly, are your goals being tracked? Whether your goal is to drive newsletter sign ups, donate money, sign up to monthly sponsorship, buy tickets etc., however big or small, it’s vital to make sure this is being tracked, make sure it’s tested and that it works! Below I’ve shared my method of goal setting for clients:
Now that you’re tracking goals you can start to understand the customer journey. Where is my traffic coming from? What device is my traffic coming from? What device is driving goal completions? Why is my traffic not converting? The questions continue and Analytics has the answers.
Not for profits, in my experience, tend to use a large amount of email marketing because it’s cheap and targeted, not to mention you can get personal. Although, how do you really know if your email marketing’s working? Yes most marketing platforms come will an element of analytics in the interface, however, Google Analytics can tell you more. Here’s a tip on tracking email traffic.
Use Utm Codes. A UTM Code is a simple code that you attach to a custom URL to track campaigns. This then enables Analytics to tell you in the source/medium acquisition report, where people came from and what they have done on your site. By adding UTM’s to the e-shot you can now see if your email audience list actually came to the site and actioned the desired goal.
Don’t forget data leads to decisions. UTM codes can be used across platforms from social media, blogs to case studies. We use them on blogs so we can understand from which social channel drives traffic to which blog.
We’ve barely even touched on the basic capabilities of Analytics and there is so much more to learn and discover about your business from just one piece of code! Starting to feel inspired? I’m inspired for you! If you want to talk more about how Analytics can unlock the potential for your organisation then give me a call, lets chat data and numbers: 01483 338270 and ask for Jenny.
Digital Clarity give a standard 10% discount on all services for a not for profit organisation. For the rest of this year however we are giving 15% off to anyone who signs up this side of Christmas!
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