Congratulations – your project has gone to production. Those months of meetings, development, and testing have led to this day. You can move on to other things now.
Not so fast.
Now is the time to begin your next phase of information gathering. Who is using this web property? What issues are they running into? How can we measure success?
For the next few minutes, we will review how the business can measure success, and through that, gain insight into issues the users may be experiencing.
During the development process, teams will have discussions around analytics. This is the time to speak with the business stakeholders about their Key Performance Indicators (KPI’s) and how to track them with analytics.
Having the business stakeholders’ goals and expectations defined helps the development team implement meaningful reporting. Common goals include:
- Click through rates
- Goal values
- Cart abandonment
- Sign ups
Defining goals before your release allows the business to accurately measure the success of the web property, and enables stakeholders to pinpoint usability and content pain points.
For web properties with existing analytics, we can compare historical data to data collected after implementing our updates; these metrics quantitatively show the value of our updates. For example, imagine that we have just implemented a self service application that removes the need for a home office employee to manually deliver a resource. Historical data shows us how many hours employees were spending completing the task manually; by comparing this with our new usage data we can determine how many hours have been saved, and we can put a monetary value on those hours.
If pain points are discovered, or if your website is underperforming your benchmark, reviewing analytics with a user experience professional is suggested. Based on your analytics, some degree of journey mapping may be warranted. Additionally, usability testing may be considered to evaluate issues.
Taking time to set up analytics, develop informative KPI’s, and thoroughly review the information will help prioritize the needs of your web property. Tracking the success of your web properties ensures alignment with business goals and puts focus on your most influential group: your users.