Using the Metrics
January 20, 2006 - 10:39am — Susan Salgy
I'd love to see how you guys are using your site metrics. We've seen them trotted out for quarterly reports, and we've seen some long-range trending reports being delivered monthly, but Analytics can do a lot more than that.
Using them to make decisions? Tell me about it....
Using the Metrics
Our Metrics are still in the early stages but I have been using them to begin to track correlation between support calls, downloads, and marketing activities. When support states that they have had a surge in calls, I go back and look at my metrics on downloads and support page visits to see what the relationship is.
Also, using metrics to begin to give sales forcecasting an additional piece of information by tracking website visits and demo downloads to see if the trend is then reflected in sales either for the positive or negative.
But, the metrics has been the biggest frustration as well. Finding a way to keep track of people coming through the virtual door and figuring out where they came from and where they went. This has not been easy.
True - not easy
It's almost a full-time job, or could be if we could swing it. I firmly believe if you pay attention to your metrics, they will tell you everything you need to know to make your site better at selling product.
I watch for dead meat
I used to think that once a page was live, it deserved to keep on living. Not so! With my metrics tool (I use Omniture) I'm able to see the pages that nobody visits any more, and I clean out all the dead meat once every few months. Keeps my site a lot tighter.
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