Website metrics

Beyond the Clicks: How to Get More from Your Website Metrics

When you measure website traffic, you probably measure clicks. That is, how many people are visiting key pages on your website and how they are getting there. Or, maybe, you’re looking at the Pay-Per-Click (PPC) costs of your online advertising. Either way, you’re right to measure these things because they can tell you about traffic to your website. But are these website metrics enough?

Probably not. Especially when a deep dive into Google Analytics and other tools can reveal:

  • Who is engaging with your site and how – through commenting and sharing, enlarging photos and watching videos
  • How multiple social media and advertising channels do – and do not – attract site visitors
  • Which social, organic search, paid search and other online touchpoints drive first visits, engaged visits and conversions on your website
  • How these insights should be interpreted to optimize marketing efforts

That’s a lot of detailed information – and it isn’t readily available to most individual marketing directors, consultants, strategists and creatives. Rather, it’s available – but only if you have the knowledge, skill, experience and time necessary to mine and model the data for it, following user paths and touchpoints for different date ranges and activities. In other words – there are good reasons why finding those stats is the bread-and-butter work of digital marketing strategists (full disclosure: that’s part of my job at Relish Marketing, one of the Top Atlanta Digital Marketing Agencies).

Acquiring the expertise necessary to do a meaningful, deep data dive demands a long, steep learning curve – especially as analytics software and capabilities evolve. The good news, however, is that you can – and should – expand your understanding of what today’s analytics can reveal about your website performance. Armed with website metrics and perspective, you can better evaluate your marketing agency's ability to help you get the most out of your company’s digital experiences.

For instance, you should expect your marketing agency to be able to answer the kinds of questions that can help you make your online presence more productive for your business, such as:

  1. How much of a role does each of my marketing initiatives/channels play in converting site visits to leads?
  2. What are my top three user paths to conversion? When visits do not convert, where are we losing them? What is the last place users visit on our site before leaving?
  3. What optimizations and strategies can help us convert leads that are falling off?

These questions can be complicated. So, if you get answers that you don’t fully understand, don’t be afraid to dig a little deeper. Challenge your agency to help you think outside the box, partnering with you to strengthen your lead funnel. Digging deep into your digital data will be well worth the effort. And, it should help you drive better, more efficient results when you roll out new marketing campaigns and promotions.

Get a Free Taste of Relish

One of our favorite things at Relish is conducting brand strategy workshops. In these sessions, we guide clients through our 360°Brand Framework, a series of exercises designed to help them better understand and define their brands. After these sessions, we pore through content generated during the session, looking for unique brand attributes and connecting them to strategic opportunities. Then we brainstorm and develop creative ways to bring the brand to life.

That follow-up work is where we discover inspiration as well as information, turning our findings into compelling brand communication. It’s where our fusion of strategy and creative – the Relish “secret sauce” – happens.

Even so, clients often tell us that the workshop exercises themselves deliver tremendous value. They say that the process of exploring their brand through the lenses of purpose, identity, competitive positioning, culture, and capabilities reveals essential insights about the company, its people, challenges and opportunities.

Which is why we’ve gathered our Brandfluence 360°Brand Framework exercises into a workbook. And we’re offering it to you for free.

Full disclosure: we hope that after using the workbook, you’ll want to keep going and work with us as one of the Top Digital Advertising Agencies to infuse your brand with fresh energy that helps you raise your business to new levels of success. But for now, let’s think of the free workbook as a way of introducing Relish Marketing to you and your company.

Get the Brandfluence Workbook 

Life at Relish: Summer Reading Picks

With the summer semi-officially kicked off, the Relish Marketing team has their summer reads queued up and ready to go. Here is what we are looking forward to reading next.

I’m looking forward to finishing Oreo by Fran Ross. I discovered it at City Lights in San Francisco last summer, but I got distracted by something else and never finished it. The book chronicles the quest of the title character - born of a black actress and a Jewish student - to find her dad who disappeared when she was a baby. It's laugh-out-loud funny and unexpectedly unconventional in its visual presentation.

I just ordered a copy of After the Miracle by Art Shamsky. I am really excited to read it, since it was my first experience with my New York Mets. It details their incredible and improbable World Series win in 1969 against the Baltimore Orioles. The book is about the players, their experiences from that season and what followed. Since these are players that are near and dear to my youth, it should bring back some awesome memories.

I just started reading Extreme Ownership: How U.S. Navy SEALs Lead and Win by Jocko Willink and Leif Babin, two former Navy SEALs. They tell about what they faced, and how taking responsibility for actions also means taking responsibility for the actions of those they lead. These are lessons learned through battle experience, but the lessons are meant to be applied in business and life in general. The book was a birthday gift from my son.

Next up for me is Gingerbread by Helen Oyeyemi. Ostensibly, a riff on Hansel & Gretel (and I do love re-envisioned classic stories), it also looks to be about the power of creativity - particularly when it comes to creating one's own life, as well as the power of food to transport us.

This is my next read - The Pan Industrial Revolution. It talks about the transformative future of manufacturing and 3D printing and everything that comes with disrupting basically how everything in the world is made from nuts and bolts to entire skyscrapers.

I am looking forward to Iron Gold. Pierce Brown has a way of making far off science fiction universes into immersive, compelling worlds. I can't wait to read his latest tale.

I recently binged a Netflix show called Tidying Up with Marie Kondo and adopted a new way of organizing my clothes from the show. I was so impressed with how it has helped me that I am eager to learn more from Marie Kondo, so I’ve purchased her book Spark Joy. The author teaches people how to declutter down to things that only spark joy.

I have just ordered Flight Portfolio by Julie Orringer and I can’t wait to get my hands on it. It is historical fiction about the real-life quest of Varian Fry to save the lives and work of Europe’s great minds, including Max Ernst and Marc Chagall, from the impending Holocaust. I love stories like this that help illuminate key points in history.