By Anneliese Krull
When you receive your monthly analytics report, it can often be daunting. What exactly do the numbers and categories mean? Need the rundown? Here is play-by-play coverage based on a very American sport: football. So grab some chips as we review the analytics report playbook.
Touchdown: Worth six (possibly seven) points, touchdowns are the ultimate goal of any football team. Every strategic action or play called is ultimately designed to provide an opportunity for this event. How does this translate? Your goals for your firm and your analytics are conversions, i.e., consultation requests. Why? These ultimately translate to clients and income. When viewing your monthly analytics, remember that consultation requests may also come in via phone depending on the client.
Three-point conversion: Sometimes you will be unable to get a consultation immediately. Instead, a person may fill out a contact us form, register for a workshop or subscribe to your eNewsletter or blog digest. These are valuable goal completions for putting you ahead of your competition.
Time of Possession: In football, you want to control the game. Often this is measured by how many minutes you are on offense. Similarly, the average session duration shows how much pull your website has and the opportunities available for conversions.
Turnover percentage: Like the turnover percentage, the bounce rate should be low. In general, these numbers both show potential missed opportunities.
Page views per session: Consider the number of sessions, amount of new users and page views per session to be first down completions. Although these may not be conversions in and of themselves, they are what set you up for conversions. As long as you have these, you are still in the game.
In football, many factors contribute to a team’s win. In the same way, every part of your marketing should work together to set you up for success. Our Essential Solutionâ is a proven playbook, providing ample opportunities for these conversions.
Still, many clients benefit from strategic planning retreats with their firm. At these retreats, your team is analyzed and a strategy is customized for your firm. Call James at 877-352-2021 ext. 80 to schedule one of these retreats for your firm.