Most of the chamber community understands the importance of chamber analytics, knowing where you’ve come from and where you’re going. You can’t know these things without measuring but unless you are an analyst, looking at the data can feel a little overwhelming. Many of us have to rely on learning analysis from others on the Internet.
Like in everything else, there’s good and bad out there.
Here are some of the most common worst practices. Avoid them if possible.
Making Changes and Not Tracking Them
Google analytics allows you to make notes on your tracking so that blips are accounted for. Years ago, when I worked for a company that didn’t post with much regularity (once or twice a week) I would notate the days our blog posts went live and what topics they covered. Then I could easily see on the tracking what moved the meter.
Don’t rely on your memory. If you make a major change or something you’re hoping will mean more traffic for you, record it so that you can look at results without wondering what caused spikes.
Getting Caught Up on Bounce Rates on Pages
A lot of old school marketers come down on content marketers when bounce rates are high. Bounce rates track who visited your site and immediately left. If you produce content and circulate it on social media, you’re going to have this. People find your topic interesting, click on it, read, and leave.
Yes, you want them to stay but in today’s world of instant gratification and short attention spans, people don’t click on an article and then stroll around your site. They’re there for the info and then leave.
This doesn’t mean they won’t be back later and it also doesn’t mean you shouldn’t use auto-suggests for your posts like these that often follow a blog post:
They can inspire people to stay around a little longer, especially if you have additional information about a topic they’re interested in.
Not Worrying About the Bounce Rate on Your Homepage
Unless you have a lot of links to your homepage from outside, people who come to your homepage because they typed in some meaningful keywords should spend some time getting to know you. This is not the same thing as following a link to a blog post, reading, and leaving. These people who hit your homepage were looking for something specific. If you have a high bounce rate on that page, they likely didn’t find it.
That means your site is:
- complicated to understand or navigate;
- doesn’t contain the info they were expecting; or
- you’ve optimized for the wrong keywords. For instance, if you optimized for “chamber,” you could be getting hits for chamber music and Harry Potter references to “chamber” of secrets.
Want to know what you should be tracking for?
Check out this free list of chamber analytics you should be tracking but probably aren’t. Download it today.