The Narrative Behind Your Analytics

Glasses bringing a book into focus

Topics: Analytics

A review of your analytics should be so much more than habitual. You can log in, check your numbers, review attribution, and make a conclusion — but has this become a habit that doesn’t involve critical analysis? Have you taken the time to find the narrative behind your numbers, or are you already thinking about your next task?

It’s always best to examine your goals, processes, and intentions. After you outline the necessary metrics and quantitative data goals, you should consider the approach to your analytics data. Have you been utilizing the same template and set of data points for some time? Requirements, necessary data points, and goals change. Keep your templates and guides up-to-date to accommodate these changes, and stay involved — you’ll find that a deep dive into your data can help with data driven storytelling and can guide you to some fruitful data points that you may have missed.

Once you’ve undertaken the necessary in-depth data analysis, follow the trail that your data has paved by starting with a few points:

Visitor Data. You likely have a target demographic or two. Do they bounce off your page quickly? Do they browse around? Do they easily abandon a shopping cart? If you aren’t attracting the right demographic, the underlying narrative may indicate that your target could have a lack of interest in your messaging, or that you need to redefine your target demographics. Either way, it may be time to adjust your strategy.

Bounce Rates and Attribution. Are your targets visiting your site and staying there? What is their journey through the site? Are they enticed to click through to more pages? Are they bouncing off your page because you don’t have what they need? Also consider whether you have a higher bounce rate on mobile versus desktop, as this may be an indication that the mobile experience isn’t as appealing as the desktop one, and users will bounce more quickly if they don’t like what they see. Another factor that could contribute to a high bounce rate is your page load speed. If the page doesn’t load fully in a few seconds, a user is more likely to go back and choose a different page from the SERPs.

Missed Opportunities. You may be targeting a certain in-house product or an online deal, but perhaps your online sales indicate that your customers prefer a product that you hadn’t anticipated. The narrative suggests that it might be time to pour more time and energy into the “popular” product, rather than the one you had intended to promote. Be flexible and adjust to the prevailing customer preferences.

We also recommend a customized dashboard across a few different analytics programs, as diversifying your focus and analytics data will build the entire picture. Set yourself up for success with an initial overview of the right metrics that encourage you to deep dive into your data and avoid shallow overviews.

At Axis41, we love using data to tell the right story. Contact us today to speak to an analytics expert.