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注：配圖為UCI設計公司作品
常州廣告公司轉(zhuǎn)發(fā)原文直譯：
More data is always a good thing right?
More data means more information and more accurate decisions. More data means well be able to build our business faster.
Wrong. Completely and utterly wrong.
Not all data is helpful. Some of it is worse than worthless because it tricks us into believing we have answers when we don’t. But when you focus on data that helps you make decisions, everything else in your business gets easier.
How to Tell if Your Data Matters
It all comes down to one thing: does the metric help you make decisions?
When you see the metric, do you know what you need to do?
If you don’t, you’re probably looking at a vanity metric.
Vanity metrics are all those data points that make us feel good if they go up but don’t help us make decisions. Let’s say your visits look like the graph below. What should you do to help grow your business?
There’s no way to know. Traffic spikes twice towards the end of the graph but what does that mean?
Absolutely nothing. Maybe some blogger mentioned the site. Or maybe a blog post went viral. The marketing campaigns could be driving the traffic. We have no idea. We don’t even know where to start. Not only do we have to figure out why visits went up, then we have to figure out if those visits actually helped our business.
Let’s look at an actionable metric. What does this conversion rate tell us?
It says “HOLY SNACK ATTACK BATMAN! WE HAVE A SERIOUS PROBLEM!” Conversion rates plummeted for some unknown reason. We know immediately that we need to take action and figure out if the report is broken or if people can’t convert.
So we check our merchant account and see if payments are still coming in. If not, we send out the bat signal, get our developer on the phone, and find out what’s wrong with our checkout funnel. Then we fix it.
Notice how there’s no confusion and no ambiguity. Only action. The data quickly told us what to pay attention to so we know immediately how to focus our efforts to improve the situation.
“But Lars! Things like this don’t usually happen you silly goose!” Sure they do. And even when they don’t, actionable metrics still tell us how we’re doing.
Have you revamped your site design or checkout funnel in the last 12 months?
Did you compare your conversion rates before and after?
If you did, they would have told you whether or not the project was a success. If your conversion rates remained constant, you know that you wasted your time. You’ve learned that you need to go in a different direction to improve conversion rates and get customers faster. When you have actionable metrics, you can make decisions constantly. And each decision will help your business get to the next level.
Actionable Metrics
Whenever you start tracking a metric ask yourself if it helps you take action and make decisions. If not, ditch it.
At their core, actionable metrics are geared to answer these questions:How do you gain or lose revenue?
How do you gain or lose customers?
What are the key functions and benefits that people are coming to you for?
Revenue
Above all else, you need to track where your revenue is coming from. Each and every time someone pays you, it needs to get tracked. This includes all these juicy metrics:Lifetime Value
Total Revenue (Month, Quarter, Annual)
Net Profit
Average Order Value
Number of Transactions
Average Length of Subscription (for subscription business models)Leads and Customers
Where do your leads and customers come from?
Social Media?
Google?
Paid traffic?
You need to find out.
This is not the same as finding out where your visitors come from, that’s a vanity metric. Since your customers represent a small portion of your visitors, they’ll get lost in the data.
So stop focusing on your visitors as a whole, you need to discover where your customers come from. This tells you where to spend your energy and marketing dollars.
But be careful, most analytics providers attribute conversions to the most recent traffic source. So if someone finds you with an AdWords ad and then googles your business name before they convert, the branded keyword gets the credit. Most analytics tools are starting to track assisted conversions. These show you which traffic sources bring high quality prospects to you and which traffic sources bring them through the finish line.
Conversion Rates
Site-wide conversion rate is a start but there’s so much more to conversion rates. Track the conversion rates of your traffic sources, primary keywords, and marketing campaigns.
And don’t compare yourself to the industry or your competitors. Your goal is to establish an internal benchmark. Then try to beat it. When you move the needle up, you’re on the right track. Otherwise, you’re either going backwards or your efforts aren’t making any impact.
There’s going to be some overlap with conversion rates and your leads/customers. One of your top priorities is to track the conversion rate of prospects to leads, and leads to customers. When someone comes to your site, they’re a prospect. Whe
注：配圖為UCI設計公司作品
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