Improving Performance Measurement for Your Website

Staff Writer: Carolyn Johnson

Date: 6.15.2012

Marketers hold responsibility for the data they bring in, yet they sometimes may find it difficult to determine what to measure in a website’s performance, even when it comes to search engine optimization internet marketing. Finding the right factors to measure in a website’s performance is vital for producing useful data, as well as determining whether a certain marketing campaign is a truly good investment. Measuring what value these investments are turning for the company is also a crucial detail.

There are many kinds of metrics available, yet marketers should only focus on those that count. It is sometimes easy for a marketer to only use metrics that are easy to acquire and easy to use.

Any Los Angeles search engine optimization firm will tell you that just because there is a measureable trend in your data, it doesn’t necessarily mean it is an important pattern to measure. After all, the marketing world nowadays sees a seemingly unlimited influx of data on a daily basis, making it more and more difficult to determine which data is important and what isn’t.

The most important things to measure are metrics that optimize performance and help achieve a brand’s end results. The best metrics best demonstrate the marketing campaign’s value and thus better enable marketers to make the best future decisions.

The first order of business is to establish the correct metrics for your marketing campaign. Customize a set of metrics for each marketing campaign that will measure their effectiveness and efficiency in a consistent fashion.

Your metrics should account for the brand’s impact of your marketing investments, determine which channels of marketing are the most effective in finding and keeping consumers, and show you clearly the brand’s monetary value.

You will know when you’ve chosen the right metrics, as they’ll help you understand how you were able to achieve a desired (or not-so desired) result. The right metrics will also assist you in showing you how to adjust your marketing campaign in the face of ineffectiveness, as well as enable you to test a hypothesis.

Make your metrics consistent, so that comparisons across every board are consistent. Make sure, also, to write a catalog of data used to ascertain specific metrics.

Once you establish your correct metrics, there comes another question of what data to mine and how to manage it within your metrics. Marketers are often flooded in data, so scouring the data banks for the most relevant information can be difficult and time consuming.

Once your metrics are adjusted correctly, they should allow you to choose just the right data that is the most revealing. Keep and maintain an inventory of all your data, but keep close the data that most accurate help calculate your metrics. The data in your metrics should also help you determine whether the search engine internet marketing optimization for your brand’s website is truly effective.

Once you have the right data and metrics, make sure to assign performance targets for your marketing campaign and make the proper measurements accordingly. After all of your data results are mined, develop a way to visually report your new information, either via a dashboard or graph.

Knowing what to measure in your website’s performance will give you a keener insight to how your consumers experience your site. Having a good consumer experience is vital to keeping your brand name alive online.

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