Top 10 Tips For Actionable Analytics
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John Wyllie discusses top tips for actionable analytics, including measuring site effectiveness, reporting relevant data, and optimizing sites based on data rather than assumptions. Some key tips are to quantify opportunities, measure the impact of changes, set targets and alerts, prioritize testing over analysis, assign ownership, create virtual cross-functional teams, and gain top-down support.
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Top 10 Tips For Actionable Analytics
- 7. #5 Impact of Measure Changes
Editor's Notes
- People focus on first two – tasks in here often fraught with, setting up tool, tagging, QA, data validation - cost Get to the 6 oclock and 9 oclock positions – what is the data telling me? What can I do about it? What opportunities are there? Turn analytics into a profit center not a cost centre Some tips to get you to that 9 oclock position
- Don’t be afraid to ask! Get out of being stuck in that reporting phase Get rid of unecessary data – classic example: “You had X page views, X visits and X visitors last week” so? Tell me that I had X% fewer visitors, and the drop came from SEO – something that I can act on! A lot of the reports and dashboards I see are about as useful as that picture of a monky riding a dog!
- The tool itself isn’t going to give you any value You need people who understand the data, know how to interpret it, and gleam something meaningful from it – unfortunately, that hasn’t been automated yet! If you’re budgets are small – don’t invest in expensive enterprise tools – invest in a web analyst instead. There’s no point in having Omniture/WEbTrends sitting there gathering dust. It’s the same with testing tools – they need even more people
- Report by exception – stop spamming Try to avoid sending the same report out every day/week/month - Very quickly people will begin to ignore it – it will be saying the same thing every day/week/month Instead, report by exception – send out information when there’s something to say and do about it – e.g. “You’re now getting a bunch of people searching for product X, and getting failed results – how about you amend your search app to show these related products by default?” Then, when people see you’re mail in their inbox, they’ll be less likely to ignore it, because something exceptional will have happened!
- Data will often hightlight opportunities, which you’ll turn into recommendations. Unfortunately, you probably don’t have a team of developers and creatives to implement your recommendation immediately, so it will get stuck in a queue, or forgotton about in favour of some other “necessary fix” Try and quantify your recommendation – ie. “improving this page in the order journey by combining these steps could increase you conversion rate by X% - that’s equivilent to X000 pounds a year” – then you can say… Every day we don’t do this, it’s costing us 1200 pounds/signups/etc
- When changes are made – make sure they’re measured. Demonstrate the value added through analytics – that’s what will get you your investment in more web analysts, fancier tools, etc Also, build up a library of learnings – use to fine tune your quantification of future opportunities
- Set targets and alerts no rear view mirror stuff - don't tell me today that I was underperforming last week Takes a bit of time to set up, but means you act sooner and make a difference
- Perhaps a little controversial But you’ll find that whilst (not common) most organisations will have a web analtyics team or a web analytics guy, doing some sort of analytics (and typically, it won’t be actionable). But very few will have an AB Testing or optimisation guy. Just Get something out there – test an idea – if it works, great, if not, try something else!
- Ties back to setting targets – also set ownership It assign responsibility – make people accountable – gives them an incentive to act on the data E.g “it’s your job to increase the average # items per order from X to Y” – then they can go off and look at ways of optimisting x-sells or up-sells
- Web analtyics typically touches all departments within an organisation (or should do) Marketing, Creative, tech, legal, finance, merchandisign, etc Identify key stakeholders from each dept and crete a virtual team Meet quickly but regularly - Increas awareness, interest, buy-in… E.g. financial services fraud “oh right, so your web analytics data can tell us that? We can use this to help identify fraudulent applications and phishing attempts!”
- Focus on what you can actually change/fix Rule of thumb: if the page is under “http s ” then it’s probably a pain in the ass to amend (at least quickly) avoid platform limitations in pursuit of quick wins What can you change? Typically brochure ware pages, landing pages, calls to action, hero imagery, calls to action, search result – all these influence success – focus on optimising these first of all By proving the value being added, it will make having those conversations about modifying the basket pages more easy.
- [email_address] If you don’t have the manpower to do any analysis – let us do it for you and provide you with actionable, quantifiable recommendations regularly!