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  Post #1 (permalink)   05-22-2020, 10:11 AM
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Your thoughts?

Quote:
How would you know if your site is under-performing?

Is it as simple as tracking unique visitors or page views? Not really. There can be an endless number of other performance indicators that define and reflect the success, or lack thereof, of a particular campaign. Are you sending out direct mail? Doing email broadcasts? Advertising in print media? Running pay per click (PPC) ads? Are these tied to your website? If you’re a solutions provider, analytics analysis helps both you and your customers by defining opportunities.

Knowing how a visitor arrived at your website, when they arrived and what they did on your site is invaluable. Aligning that data should define the scope of future marketing campaigns.
What's the recommended strategy for analyzing the performance of a website?
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  Post #2 (permalink)   05-22-2020, 10:56 AM
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As you said, it's not as simple as looking at analytics most of the time.

The question becomes, what is the definition of performance, and how will that be measured?

If measuring from a speed end of things, there are tools out there like Pingdom that does pings and page loads and returns alerts for slowdowns.

If measuring how a user progressed through a site and makes it to the checkout, then Google Analytics can be a big help.

If measuring user experience from a performance level, then heatmap and screen recorders like CrazyEgg and HotJar are awesome for visually seeing what a user did (including mouse clicks and movements).

I spend a lot of my day moving between Google Data Studio, Google Adwords, Analytics and Search Console and then reviewing HotJar sessions and recordings. We have some pages with clients that take 10 seconds to load, but it's for clients that are willing to wait for the loading time (highly detailed images and videos). Under anyone else's rules, 10 seconds would be too long, but if the person watches that 30 second video, we have a much higher conversion rate.

At the end of the day, the performance is evaluated as to whether it's an informational conversion or a financial transaction. Sometimes we're only looking to inform people, and catch the transaction a week or two later.

Different methods for different strategies. Curious where others put their weight on evaluation though.
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