6 Essential Elements of Measurement Beyond Analytics
When one thinks of measurement on a website or mobile app, most automatically navigate towards traffic, sources, clicks, conversions, etc. There are many other aspects of measurement that can be both used to understand behaviour on your site or app, but also be used from a KPI perspective for broader performance management. I thought I would look at a few of these measurement options or tools and show how they could be added to your toolkit to fulfill the measurement strategy we have been discussing the past few weeks.
Additional measurement can be broken down into a few categories:
Traditionally used on shopping websites, tools such as Foresee, UserVoice and iPerceptions, these tools measure satisfaction across visitor types, and is a powerful way to understand satisfaction beyond monitoring clicks and hovers.
Feedback on website operation, ranking of features, answering segmentation questions are all options for measurement based on feedback mechanisms used on-site or in-app. Foresee and UserVoice are options here
- Session Replay
Recording a visitor session is predominantly used by e-commerce sites to follow the behaviour of those that complete or abandon a transaction. More and more, government services sites and others are using it to gain a complete understanding of how people are finding, and sometimes not finding, the information they are looking for. Tool option include Foresee.
- Heat Mapping
Tracking mouse and eye movements on a website or app help site owners again, understand how people are using their site.
Tools such as comScore provide market intelligence of how your website stacks up to competitive or similar websites, and provides demographic information about who is using it.
While search engine optimization is more about bringing people to your website, measurement of these efforts through Google Adwords, etc. should be an important part of your measurement strategy.
- Performance Monitoring
Usually, the IT departments of organizations rely less on analytics tools like Google Analytics for measuring website throughput and performance, and instead opt for tools such as those from Azure, SolarWinds, etc.
While you can overwhelm yourself with different tools, the kpi's that are important to your organization will help drive where the spending happens on the tools for measurement.