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You need to improve your website analytics for a Strategic Communications project. What are your options?

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If you are working on a Strategic Communications project, you need to know how your website is performing and what you can do to improve it. Website analytics are the tools and methods that help you measure and optimize your website's traffic, engagement, conversion, and retention. In this article, we will explore some of the options you have to improve your website analytics and achieve your communication goals.

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Firdaus Jahan

Consultant | Resiliency Coach | Writer | Lean | FMVA? | BIDA?

1 Why website analytics matter

Website analytics are essential for any Strategic Communications project because they help you understand your audience, their needs, their preferences, and their behavior. By analyzing your website data, you can identify who is visiting your website, where they are coming from, what they are looking for, how they interact with your content, and how they respond to your calls to action. This information can help you tailor your website design, content, and functionality to meet your audience's expectations and deliver your message effectively.

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2 How to set up website analytics

The first step to improve your website analytics is to set up a system that can collect, store, and process your website data. There are many options available, but one of the most popular and widely used is Google Analytics. Google Analytics is a free service that allows you to track and analyze your website traffic and performance using a variety of metrics, dimensions, and reports. To use Google Analytics, you need to create an account, generate a tracking code, and insert it into your website's HTML code. You can also use plugins or extensions to integrate Google Analytics with your website platform, such as WordPress, Shopify, or Squarespace.

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Diana Petru

Global Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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While Google Analytics is a powerhouse for tracking metrics, another handy tool to consider is Matomo (formerly Piwik). Matomo offers similar capabilities to Google Analytics but with a focus on data ownership and privacy. It allows you to host the analytics on your server, giving you full control over your data without compromising on insights into your website's performance and visitor behavior. Integrating Matomo can offer you an additional layer of autonomy and security in understanding your audience's interactions with your website.

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3 How to use website analytics

Once you have set up your website analytics system, you need to use it to monitor and evaluate your website performance and results. Through the dashboard and reports provided by your system, you can access and visualize data about the visitors to your website, such as their location, device, browser, and language. Additionally, you should pay attention to the number and duration of visits to your website, the number and frequency of pages viewed on your website, the percentage of visitors who leave after viewing only one page, and the percentage of visitors who complete a desired action on your website. This data will help you determine the level of interest and engagement of visitors, the relevance and quality of content, the satisfaction and retention of visitors, as well as the effectiveness and impact of your communication.

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Leena Volland

Gesch?ftsführerin epicoa GmbH | New Learning & Digitale Transformation | Gründerin von nachhaltig-sein.info | Ver?nderung kommt von innen
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Ein Beispiel: Die Website eines Unternehmens hatte rund 50.000 Besucher im Monat. Klingt super. Schaut man aber die Verweildauer an, sieht man, dass 95% nach durchschnittlich 2 Sekunden die Seite wieder verlassen. Nicht so toll. Die Suche nach der Antwort hat mich damals einige Zeit gekostet... ?? Es lang daran, dass die Leute in der Direktanwahl der Seite eine falsche L?nder-URL eingetippt hatten (.de statt .com) und eigentlich ganz woanders hinwollten. Deshalb: Was wirklich z?hlt, ist das Verst?ndnis und die Anwendung der Daten. Das bedeutet, nicht einfach nur wild Daten zu sammeln (DSGVO-konform!), sondern die richtigen, wichtigen Daten in Relation zu setzen. Nur mit dem richtigen Kontext kann man dann auch richtig optimieren.

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4 How to improve website analytics

To improve your website analytics, you need to use your data to identify the strengths and weaknesses of your website and make informed decisions to optimize it. You can apply various methods and tools to analyze and improve your website analytics, such as setting up goals in your analytics system to track their progress and performance, creating segments in your analytics system to compare their behavior and results, applying filters in your analytics system to ensure the accuracy and quality of your data, and using testing tools, such as Google Optimize, to run experiments on your website elements and determine which version performs better.

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Firdaus Jahan

Consultant | Resiliency Coach | Writer | Lean | FMVA? | BIDA?
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A few more to add: - Optimize Website Design and Navigation: Ensure your website is user-friendly with intuitive navigation. A well-designed site encourages visitors to explore, reducing bounce rates. Also, design for different devices. - Implement SEO and Speed optimization. - Use compelling Call-to-Actions strategically placed throughout your website. Encourage visitors to take desired actions, whether it's signing up, making a purchase, or downloading content.

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5 How to learn website analytics

If you want to improve your website analytics skills and knowledge, you should learn from the experts and best practices in the field. You can take courses such as Google Analytics Academy, Udemy, or Coursera to get a better understanding of the fundamentals and advanced concepts of website analytics. Additionally, reading blogs like Moz, HubSpot, or Kissmetrics can provide you with the latest trends and tips. Listening to podcasts like The Digital Analytics Power Hour, The Measure Show, or Data Stories is also a great way to stay up-to-date with leading practitioners and influencers in website analytics. Lastly, attending events such as MeasureCamp, Google Analytics Summit, or eMetrics Summit can help you connect with the website analytics community and gain insights and inspiration. Website analytics are essential for any Strategic Communications project. Utilizing these resources can help you improve your website analytics and achieve your communication objectives.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Milanyila V.

AI Integrator | Strategic Connector | AI Agent | Empowering Global Expansion & Strategic Innovation| Dream tech| Conscious Strategist Growth Partner|
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For improving website analytics, start with tools like Google Analytics – it’s a game-changer for detailed insights. Set clear goals; know what you’re aiming for, whether it’s more traffic or better engagement. Segment your audience to tailor your strategy effectively. Focus on key metrics aligned with your objectives, like bounce rates or conversion rates. Use A/B testing to find what resonates best with your visitors. Pay attention to user experience; a smooth site keeps users coming back. Explore heatmaps for deeper insights into user behaviour. Ensure your site is SEO-optimized to boost visibility. Regularly review your analytics. Also, integrate social media insights to see how your content drives traffic.

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You need to improve your website analytics for a Strategic Communications project. What are your options?

1

2

3

4

5

6

1 Why website analytics matter

2 How to set up website analytics

3 How to use website analytics

4 How to improve website analytics

5 How to learn website analytics

6 Here’s what else to consider

Strategic Communications

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You need to improve your website analytics for a Strategic Communications project. What are your options?

1

2

3

4

5

6

1 Why website analytics matter

2 How to set up website analytics

3 How to use website analytics

4 How to improve website analytics

5 How to learn website analytics

6 Here’s what else to consider

Strategic Communications

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