Web Analysis Insights:

Creating an Action Dashboard inspired by Web Analytics 2.0

An Action Dashboard combines clarity with action-oriented insights and recommendations. One look at an action dashboard should tell you whether a key performance indicator is on fire and what you need to do to fan the flames.
View an Action Dashboard.
Download an Action Dashboard.

Building a Trinity Inspired Dashboard

A Trinity Inspired Dashboard comprises your site visitors' Experiences, Outcomes and Behaviors. Download a Trinity Inspired Dashboard.

Experiences. Did you satisfy your visitors' needs?
Use an Online Site Survey to measure your visitors' Satisfaction Level and Task Completion Rate. Segment both metrics by Purpose of Visit to identify causes of success or failure.

Outcomes. Did your site make you any money? Use Google Analytics to measure Economic Value and Site Abandonment Rate.

  • Economic Value = Revenue + Goal Value + Event Value
  • Site Abandonment Rate = 1 - (number of visitors who made a purchase / number of visitors who added an item to a shopping cart)
  • Shopping Cart Abandonment Rate = 1 - (number of visitors who started checkout / number of visitors who added an item to a shopping cart)
  • Checkout Abandonment Rate = 1 - (number of visitors who made a purchase / number of visitors who started checkout)

Behaviors. What did visitors do on your site?
Track Internal Site Search usage as one key metric of Behavior. Measure the Impact of Site Search on revenue and goal value.

Revealing hidden meaning in aggregate data

  • Segment your results to reveal hidden meaning in aggregate data. Google Analytics supports concurrent use of up to 3 user-defined segments, through the Advanced Segments setting. Although you can create and save segments for future use, closing a report resets Advanced Segments to ALL. To apply segmentation on a persistent basis, set up a weekly Email of the segmented report.
  • Use trend information to reveal further meaning hidden in aggregated and segmented data. When trend data is difficult to access or display, try exporting the data in XML or CSV for Excel format. Then use your favorite data visualization tool to mine for golden insights.
  • Create a new report using Custom Reporting. Unfortunately, it does not support all combinations of dimensions and metrics. Experiment with Custom Reporting to find what works best for you.
  • Extract your data directly using the Google Analytics Data Export API or Query Explorer.

Tracking search queries beyond the view of Google Analytics

Use Bing or Google Webmaster Tools to track search queries beyond the view of Google Analytics. Some searches might have resulted in impressions (a snippet of your page appears in the search results) only, without users visiting your website (clicks). Their search terms are the new voice of your customer. Are you listening?

Web Analysis Resources: