Web analytics dashboard example
Who is a Website Dashboard for?
VP of Marketing, founder or Content Manager.
Why is a web analytics dashboard useful?
There are many different web analytics programs that help website owners see what is happening on their sites, enabling them to take steps to improve the experience of their users or make decisions that will impact sales or conversions. Google Analytics, Adobe Insight, Statcounter, Mixpanel and Kissmetrics are some of the better known packages.
However, finding the information that’s useful and actionable can be tricky, time consuming and lead you down a rabbit hole that creates more questions than it answers. Web analytics is one area where using a dashboard can have a huge impact on simplifying your reporting.
A web analytics dashboard that measures unique visitors, bounce rates, top traffic providers and new versus old visitors is but one way of displaying important actionable metrics.
Google Analytics Dashboard Example Google Analytics is one of the most popular and useful analytics packages available today.
For the purposes of illustrating how you can use your data, we’ve created a clickable demo (see snapshot graphic above) of a Google Analytics dashboard. It can be used across business models to get an overview of your audience growth. If you are looking for a business model specific dashboard instead, have a look at our ecommerce dashboard, online marketplace dashboard or online publisher dashboard for inspiration.
How can an analytics dashboard help you achieve your business goals?
Your users are at the core of this dashboard. By tracking traffic quality metrics, you will be able to answers questions about volume, loyalty, channel effectiveness, task completion and content performance. This simple setup allows you to get an overview of your website’s capability to attract and entice users.
By monitoring user-centric web metrics available through Google Analytics, you’ll be able to align acquisition, content and conversion optimization strategies for your business. For example:
Scenario 1: Have volume of users and bounce rate increased ?
Action 1: Check the percentage of returning users. If it’s higher than new users, consider revising the content available on your website. Returning users may be checking back on new content or new products.
Action 2: Make sure you use internal links to keep users on your website and make navigation intuitive.
Action 3: Look at bounce rate per page. Specific pages may have a higher bounce rate which is impacting the overall website bounce rate. Next, you can work on optimizing those pages.
Audience growth is a key focus for online businesses, but that is just one part of their overall success. The other core focus is making sure users perform intended task. For example:
Scenario 2: Has the volume of users increased but the total number of conversions has decreased?
Action 1: Investigate the user journey–are users often landing on particular pages and then failing to convert? If bounce rate is high for those pages, consider redesigning them to feature clearer, more prominent calls to action. You could also include internal links to prevent users from bouncing off.
Action 2: Check your conversion funnel to identify the problematic steps. Next, consider redesigning the goal flow for a better customer experience. Things such as less fields on a submission form or fewer steps altogether can improve conversion rate.
Action 3: Utilize your most popular pages as a medium to increase conversions. Use social media channels to reach a wider audience, as well as look at SEO optimization. This SEO dashboard will get you started.
Social web analytics
There are also many social platforms with their APIs and small army of users that provide their own set of numbers, offering additional insights for a social media dashboard. Facebook, Instagram and Twitter are three of the better known providers.
These can be used in isolation or combined with your more general web analytics data to create a more defined perspective.
Here are some ideas:
Facebook Analytics Dashboard - Pull in metrics of a particular focus such as specific demographics relative to age and location, engagements they performed whilst on site and if they share or like what you do.
Twitter Analytics Dashboard - Show the most shared pages on a domain from Twitter, the locations of these users and the number of times a particular resource was shared or liked.
Instagram Analytics Dashboard - Give you great insights into the popularity of your post. You can also understand follower trends and likes for your brand.
The great thing about a dashboard is that you can pull in data from multiple sources to create a view that is specific to what you believe is important to you right now.
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