In order to identify the metrics and measures that really matter to make the right marketing and business decisions, you need to isolate and aggregate metrics based on your customers' journeys and where they are in the conversion process.
You need to select, measure, and report on the most relevant metrics across different purposes and people.
We can help you create a digital measurement framework and provide dashboards and reports that will give you the right data to make the right decisions at the right time.
Awareness report - At this stage your tracking needs have to focus on attracting visitors and letting them know about your business and services. Based on the analytics data we see, we may suggest moving content sections, adding more call-to-action buttons, and creating new content and pages.
Consideration report - At this stage you should know a bit more about your website visitors - what they look at, read, and download. Based on the analytics data we see at this stage, it may be worth tweaking your strategy to provide more content about specific topics - blog posts, infographics, videos, and so on.
Conversion report - Here it's useful to focus on your website visitors' task completion rate and conversion rate, and evaluate where visitors drop off, running A/B tests to optimise the journey, and reduce drop-off rate.
Loyalty report - Once your website visitors turn into customers, you have to nurture the relationship with them, and turn customers into brand ambassadors. The analytics data will be able to tell us what changes we need to make to content and page design to make this a reality.
Measurement plan and intelligent dashboards
We'll provide you with a measurement plan - a document that defines your business objectives and identifies strategies and tactics to support those objectives - all tallied to the website analytics metrics that will be the KPIs you tie back to your business objectives for every stage of the customer journey.
We'll also give you easy-to-understand dashboards that merge data from different tools, in order to provide you with intelligent insights to take the right action at the right time, so that you can move your organisation forward in the right way."