We wanted to make our launch as accurate as possible. Therefore, we’ve spent time creating content, building a stable foundation and setting up key metrics. The latter – what we measure – is what I’ll cover in this article.
Before I start measuring, I always set goals. How else would I know what’s interesting to keep track of?
These are the goals of our site:
Main objectives:
– Lead
Secondary objectives:
– Social media interaction
– Act on CTA
Other:
– Interaction with filters
– Bookmark posts
– Click on map
Of course, our goal is to get leads through our site. A lead can be slightly different things, and I will come back to how we define and differentiate them. Overall, it can be those who call us or email us, those who fill in one of our forms or those who start subscribing to our newsletter. Depending on the settings they make, they get slightly different points. Today, we primarily measure this through events that are configured for goals in Google Analytics, but we’re also in the process of connecting HubSpot. Every time a lead is registered through the site, we want answers to as many of these questions as possible; what is the person interested in? What kind of person is it? Where did the person come from and on which page did it become a lead?
In addition to leads, there are other things we want to encourage – like social media interaction. That’s why we also measure how many people click on one of the buttons to visit our social media pages, and when someone clicks on the share button to share some of our content on social media.
We also measure their interaction with us. Many people choose to hide their contact information on the site – or at least not have them clearly visible. We’ve done the opposite. If you log into our site, the first thing you’ll see is our office phone number, a chat and our email address. We want potential customers to feel that it’s easy to reach us. If someone clicks on one of these options, we measure it and see it as a positive interaction. Currently, we don’t measure how many calls, chats and emails that are actually created, but we’re looking to do that in the future.
By default, Google Analytics measures which pages people visit, where they come from and a bit about who they are; but what they actually do on the pages is missing. That’s why I always want to make sure that’s something I do measure. That’s also why we measure how many people click on our map on the contact page, as well as how visitors interact with the blog on the site. We don’t see these as goals we want to work on to improve, but just to get a sense of what people are interacting with on our site.
There’s an infinite amount of things you can measure on a site – but always remember to go back to the core. How does what I measure relate to the goals I want to achieve? This is how you know that what you are measuring is really relevant.