A Web Analytics Intervention, Part 3

Last month, I received a plea from a Web analytics specialist asking for suggestions on how to develop a plan to embrace Web analytics and site optimization.

In response, I offered him a seven-step plan to overcome roadblocks.

The executive has since followed up with me, asking for best approaches to get corporate buy-in as well. (Names and company info changed to protect the innocent.)

• Shane, Thanks for your response and feedback. I really appreciate your taking the time to listen and prescribe. Based on your “Seven Steps to Recovery,” I’d say we’re only at step two — admitting that the problem is our own.

 

• To me, the use of Web analytics and a commitment to continual site optimization just seems so obvious — especially for an online company like Company X.

 

• Even the most basic execution could have an immediate impact. However, my optimism has clouded my judgment in estimating the time and effort it takes to change a paradigm, especially in a large corporation. Instead of focusing on a small proof of concept, I set out to promote a vision of how we could change the entire way we market — effectively trying to boil the ocean.

 

• Baby steps first. Got it. Even though we still face many challenges due to insufficient data, I’ve found a few ways to gain awareness by using data. For example, in weekly status reports I now include available benchmark page metrics, such as exit rate and percentage of visitors who proceed down the optimum path. Certainly not ideal, but people are asking questions and beginning a dialogue.

 

• I’ve also added a section to each creative brief that includes benchmark data as well as a target goal. It would be nice to assign a dollar value to the goal, but baby steps first.

 

• Thanks for the suggestion to focus on one page/promo to optimize. Seems obvious, but in our frenetic marketing environment, we often don’t have time to revisit a project that is “done.” I’ve chosen a page that I’m confident we can improve. With our lack of an A/B testing environment (remember, this was one of the basics I’ve been advocating), I’ve requested a one-week live test of an alternative design with clear metrics and measurement predefined. (To accommodate our quality assurance and release process, we scheduled a reversion to the old page design ahead of time.)

 

• If the new design outperforms the old, we’ll go through the process to republish. If it fails, I figure this is a great way to demonstrate the need for a testing environment. What do you think?

 

• So I’m not going to boil the ocean, but I probably won’t get very far simply with my weekly reports, modified creative briefs, and a couple isolated projects. You mentioned that a corporate intervention was necessary to get a larger team to address problems, be accountable, set performance standards, and so forth.

 

• While I certainly agree, I’m not in a position of power to influence such widespread attention. I’ve addressed these issues with my immediate management team. But like most of us, they have a ton of other responsibilities, most of which are centered on quarterly performance.

 

• Can you provide specific suggestions on how I might be able to influence the larger problems at hand and make a real effort for change?

 

• Thanks again,

 

(name withheld)

In part four, I’ll respond to these issues.