Analytics: Making Data Based Web Design Decisions
“If you can’t dazzle them with brilliance, baffle them with bull”
~ W.C. Fields
Don’t be fooled by a pretty face. Building a website purely for aesthetics is not typically the objective. Rather, web design is typically intended to produce one or more desired outcomes. And like most any business decision, unless you can measure it, it’s hard to cost justify the effort. And that calls for web analytics.
If nothing else the web has facilitated access to data. It can be a challenge though to parse through the sea of available data to determine what is most meaningful and ultimately “action-able”. The brave new world of web marketing, with your website as the hub, still needs to be managed employing many traditional, old-school marketing methods. And that means measurements to establish a baseline > then testing > measurement > analysis > testing again > rinse and repeat. Now certainly you can build a set-it and forget-it website, it happens all the time but it should be understood there are trade-offs.
The good news is that we’re all about empowering you, the client. You can assume as much or as little of the responsibility of tracking, analysis and testing as you like. We’re here to introduce you to what is available for you, making sense of it and assisting you in attaining the goals you have for your web marketing efforts.
We’ll introduce you to the tools to track performance and success… as you define it. Some folks need conversions on sales, lead generation or memberships. Others need to see that they’re expanding their service audience reach with their information and they have increased the volume and quality of community engagement. All these things are trackable. And you can manage as much directly or delegate as much as you choose. In any event you need data. And data drives development.
We’ll show you what tools and information is available to you. You’ll likely be amazed at how accessible it is. You simply need someone to build it into your broader web marketing strategy, provide you access and perhaps a little training.
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