Be In The Know Blog

4 Metrics to Measure Website Performance and End Analysis Paralysis

Posted by Brooke Moody on February 13, 2017 at 9:57 AM

If you've begun to measure website performance, the amount of data that's available can be overwhelming. (If you haven't started measuring your web performance yet, here's a guide to web analytics tools from Search Engine Land.) But you don't have to get bogged down in analysis paralysis. If you're like most SMBs, there are four key metrics to focus on that will tell you how your website is doing.

1. Traffic Referrals

Traffic referrals tell you how users reached your site, whether it was from paid advertising, search engines, blogs or social media sites. This tells you where your marketing or publicity efforts are paying off and may also point you to potential site partners. If you're getting a lot of traffic from a particular website, you might want to turn that connection into a more formal business relationship.

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Topics: Analytics

Website Performance Metrics: A Guide to the Google Analytics Dashboard

Posted by Allison Sturtevant on August 31, 2016 at 11:37 AM

If you can't measure it, did it have an impact? Without website performance metrics, the only thing you can say for sure is that you don't know how your campaigns are working. Many businesses don't make it because they fail to learn from mistakes and course-correct. Google Analytics can give you the insights you need to make those changes. When Marketing Land compiled estimates for Google Analytics' 10th anniversary last fall, they put the number of websites using the service between 30 and 50 million.

Once you set up a Google Analytics account, you can monitor multiple websites. Each will have its own dashboard, featuring six broad categories and sub-menus. The service also provides you some examples of how to use the tools within each section to drive positive results for your business. Here are some of the metrics and how they can work for you.

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Topics: Analytics

Tips for Testing Brand Awareness

Posted by Alyson Phillips on June 30, 2016 at 2:56 PM

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Analytics

The Importance of Data Analysis for Regional Businesses

Posted by Brooke Moody on May 25, 2016 at 11:22 AM

Analytics aren't just for enterprise businesses looking for high-level data insights. In today's business world, the importance of data analysis extends all the way down to small mom-and-pop shops serving their local communities. Part of this trend is due to the broad availability of analytics tools. Google Analytics offers free insights to any company or user, and other, low-cost tools make it easy to reveal simple but influential insights about how your company does business. But it's also a matter of staying competitive.

There are a lot of ways performance can be measured, and the metrics can get confusing and misleading fast. For small businesses focused on building a presence within a region, the importance of data analysis can be distilled down to a few keys data points that shed light on how well you're reaching an audience.

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Topics: Analytics, Integrated Marketing

Importance of Data Analysis: 4 Metrics Every Business Should Track

Posted by Whitney Miner on April 4, 2016 at 1:15 PM

Is your company's marketing doing well? You might think so, but the truth is often told by your data analytics. Given the vast amount of information available through digital sources, businesses of any size, industry and location can use data to generate incredible insights for the company. The importance of data analysis can't be understated. This information can drive meaningful changes to any marketing strategy, optimizing campaigns across several channels — but to realize this potential, businesses have to understand what information they're looking for. There are a lot of data points to consider, and not all of them are created equal.

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Topics: Analytics

Measure Automotive Advertising Trends With Key KPIs

Posted by Jesse McCambridge on February 29, 2016 at 9:34 AM

Businesses in every industry must adhere to certain universal best practices when building a digital presence, but there are differences in how specific companies can effectively deliver certain products online.

For instance, in the automotive industry, consumers often use the Internet to research cars, browse dealership inventories and get more information before making a purchase. To target consumers shopping for cars online, advertisers are refining their strategies and monitoring certain metrics that have a strong correlation to digital advertising success among dealerships and automotive brands.

When building digital campaigns, focus on these automotive advertising trends to uncover the true value of your automotive ad strategy.

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Topics: Analytics, Integrated Marketing, Automotive

Are Your Website Performance Metrics Giving You the Full Story?

Posted by Whitney Miner on February 25, 2016 at 11:02 AM

Through the use of free and low-cost tools, businesses can get access to website performance metrics that tell the story of your digital success. This information can be of enormous value to your company, as it provides new insights that inform more efficient online practices and marketing strategies.

However, performance metrics can just as easily be misleading, painting only a partial picture of what's going on with your website. In worst-case scenarios, your interpretation of the data may be the opposite of what's happening in reality — but with no alternative data, it can be tough to separate fact from fiction.

Many companies face this struggle: Which website performance metrics matter most, and how can you tell? It's an imperfect science, but with hard work and careful attention, there are ways to uncover the truth that lies within your website performance metrics.

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Topics: Analytics

3 Website Performance Metrics You Just Can't Ignore

Posted by Whitney Miner on February 1, 2016 at 2:01 PM

A website is often home base for a brand's online presence. Website performance doesn't get quite as much attention as social media, content marketing and other innovative marketing solutions, but with a substandard website chugging along and offering a poor user experience, many of these campaigns will eventually reach a glass ceiling.

To go far in digital commerce, brands need a website built for the journey. Your website performance metrics can offer a blueprint to building a winning digital presence.

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Topics: Website Design & Development, Analytics

10 Key Metrics for Measuring Digital Campaign Performance

Posted by Whitney Miner on September 8, 2015 at 10:59 AM

Measuring digital campaign performance has come a long way since the days when, as Ad Age notes, nineteenth century merchant John Wanamaker declared, "Half my advertising is wasted; I just don't know which half." These days, digital tools exist to give you the information you need to optimize your campaign performance — if you know where to find them.

Users are exposed to an overwhelming amount of information each day, so they have become very selective about what they'll click on and when. They'll only pay attention to a message if it's intrinsically valuable to them. To determine if your message is reaching the right audience, you'll first need to determine your objectives, then marry them to the right metrics. Here are 10 metrics to help you decide what's working and what needs to be retooled or dropped.

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Topics: Analytics

How to Use Website Performance Metrics

Posted by Whitney Miner on July 31, 2015 at 10:18 AM

A fully functional and highly optimized website plays a major role in a business's success. By investing in a website, your company can reach a larger potential audience and create a focal point for all of your online activity.

Website performance metrics allow you to evaluate the success of your online marketing efforts. With some simple analytics, you can figure out how much traffic you're getting, which channels are proving to be the most valuable, how much revenue your website is generating and even how efficient your efforts are proving to be. But there are a lot of different metrics that have varying degrees of usefulness. Over the years, certain metrics have proven to be very helpful in assessing the ROI of a website, while others have turned out to be misleading.

Here are some of the main website performance metrics that your business should be aware of.

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Topics: Analytics

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