Website Analytics: How to use data to determine where to test

Tweet At MarketingExperiments, we use patented heuristics to evaluate websites, emails and other digital mediums.  Often people think that a heuristic evaluation is a purely qualitative approach to a problem. This can be true, but when you combine quantitative analytics with the qualitative knowledge you increase the power to make meaningful change. This post will show relevant metrics for three of these elements that any marketer — from beginner to advanced — can use to discover opportunities for improvement.   Step #1. Look at the qualitative elements of your website Often people just ask for data dumps. To make matters worse, they want it in a very short time. On top of that, most data scientists use purely what they are comfortable with: numbers. To add context and save time, you must evaluate the site to see where you should focus your data analysis. Put yourself in the customer’s mindset and go to your site. If you own creative or design, try to remove those biases as best as possible. What makes sense to you or feels like the right amount of information may be completely overwhelming to a customer who isn’t familiar with your product or industry.   Look for things that are broken, functions that are clunky, images that don’t make sense or add value and difficulty in completing the conversion. You must objectively look at all the pages in the conversion path and be familiar enough with them to make sense of the data that you pull. Pull data…
Source: Marketing Experiments
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