Why don’t people use their website metrics?
Nothing frightens a Marketing Manager so much as having to prove ROI. And these days, nothing holds the key to ROI more than their website.
So when they’re offered a tool to understand how it’s working, you’d think they’d jump at the chance – right?
Wrong.
Using website metrics
Hard to believe, but only a small proportion of Marketing Managers pay more than passing attention to what is probably the most important tool in their box: their website metrics.
OK, so google (or other) analytics give you so much extraneous information that sometimes it’s hard to unjumble the truth from all that clutter.
And OK, so sometimes their instinct is telling them one thing while the metrics are telling them another.
And sometimes ‘soft’ factors, like brand history and development, or conflicting segment requirements, get in the way of their consequential actions, like A/B or multivariate testing.
Yet how else are they going to prove ROI to the boss, than by objectively demonstrating their relentless march towards achieving KPIs? How are they going to make decisions about expenditure, which have to be justified in front of the Board?
