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By Mike Bergfors & Michael Gilbert Web analytics are among the most widespread metrics challenges. Using The Gilbert Center’s i4 framework, this case study examines an actual conflict between two different measurements of web success: visits and pageviews. Insight: Our client’s primary success metric was visits. But increasing visits may or may not be a sign of success. There is a difference between high value visits and low (or even negative) value visits. Intelligence: The data shows visits exceeding growth goals for the year in question. But a deeper look shows that the growth comes from people who hit one page and then leave. That may be a sign of increasing dissatisfaction with the site. Integrity: Different metrics require different actions. Reporting and information gathering requirements would obviously change. More significantly, it may be better to invest in content than in mass marketing. Innovation: Several avenues exist for deeper change. Focus on the content that’s working (retaining visitors) and build on it. Determine how many one-time visits are return visits. Carefully consider the often over-used visitor survey. We advise keeping all deeper analysis testable and actionable. |
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