You’ve nailed responsive design, now what?
A few years ago, it seemed everyone was asking us about mobile and responsive design. Now responsive design is integrated in each digital project. It has become the standard.
The natural evolution for many organizations is to then focus on analytics. Gone are the days when we could just create a pretty website and wait for donations to come in. We need to leverage analytics to continually tweak and update websites to ensure that they’re meeting communication and organizational goals.
There are numerous analytic tools available for your website, like Google Analytics, Omniture, and Mixpanel. We really like Google Analytics because it’s powerful and free. It’s not difficult to set up Google Analytics yourself.
Don’t know what metrics to measure? Here are some of our favourite metrics we measure:
Number of unique website visitors. Capturing unique visitor data can tell you how many people come to your site. On its own, though, it tells you nothing about how much they liked the site. Combine this data with page views and time on the site to make that kind of analysis.
Average page visits. If 100 unique visitors come to your site in a week, that might seem like a small group. However, if they each come to the site 100 times, that’s 10,000 sessions. Use sessions to track site activity.
Traffic Sources (Direct, online ads, search traffic, campaigns, social media etc). If you just purchased an ad for your campaign, and your unique visitor count increases, that could mean the ad’s working for you! You want to dig deeper with page views and referrers, but unique visitor count is a good initial clue.
Bounce rate. Bounce rate is a measure of the effectiveness of a website in encouraging visitors to continue with their visit. This is the percentage of visits that leave your webpage after landing on the homepage or other pages and represents the proportion of visits that end on the first page of the website that the visitor sees. If your constituent isn’t exploring your site – you might want to think about the Call to Actions and Media on that site.
How do you know if your website is on par? You won’t know until you start building data over time. Because every organization and audience is so different, it’s really important to begin tracking as soon as possible so that you can establish your own organizational benchmarks. You’ll be able to build data over time and compare to see how you’re growing and improving.
If you want to keep chatting data – feel free to give me ping at firstname.lastname@example.org