Are you making decisions based on assumptions or data?

Posted by Heather Hurczyn on March 7, 2016

In Website Redesign, Marketing

Are you finding that data is being collected and used all around you? From your favorite weather app preparing you for the week ahead, to Amazon suggesting new products based on your recent purchases.  Everything and everyone is collecting data to prepare you, or to inform you, or to better your experience.  So, how can you use data to improve your own website?

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We recently got the new Dexcom G5 CGM (Constant Glucouse Monitor) for our son who has Type 1 Diabetes. Let me tell you, Type 1 Diabetes comes with it's fair share of surprises, but with this new technology we are able to be better prepared because it provides us with powerful data. We can now know what his blood sugar is when he is at school and I don't have to hound the nurse every five minutes.  Without the CGM, it was a constant waiting game.  We would check his blood sugar, but we could not always tell if he was beginning to trend up or trend down. There were times where his blood sugar would be a high 200, and less than an hour later he was below 70 and the only reason we knew this was because luckily our son felt the change.  You see, managing diabetes is an art, not a science.  There are a variety of factors that can affect his blood sugar levels (exercise, slow acting carbs, insulin pump error, etc), but now with the CGM we are able to spot trends because it is constantly checking his blood sugar and warning us if he is trending down or up. It also give's us a report as you can see below that shows us the trends of the past week and where we can make improvements.

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So, it's not just the collecting of data that is important, but what you do with it that makes the difference.  

Now take a moment and relate this to your current website.  Most companies have analytics installed on their website, whether it's Google Analytics and/or a tool like HubSpot.  But, how many companies are continuously improving and optimizing their website?  Is your company one of them?  Are you analyzing the data, digging deeper, and figuring out what needs to be changed to make improvements?  Do you know what to look for?  Before you can start making improvements, take a step back and analyze the data you are collecting.

the importance of tracking organic website visits

A few items to look out for include:

  • What pages are performing best? Which ones are hardly visited?
  • How are most visitors finding your website? Are they finding you organically? Do most visits come from Social Media posts?
  • How long are they staying on your website? Does one page have a high exit rate?
  • How many visitors are converting into leads? Do you provide opportunities for visitors to convert?
  • How are the visitors navigating through your website? 
  • Is your website optimized for search engines?

It's crucial to understand the data you've collected before you start making changes to your website. You need to use the data you collect from your website the same way we do with the data we collect from my son's CGM.  Don't make changes based only on assumptions and possibly throw out something that is working. Instead, focus on a few high-level items that need improvement, implement the changes and monitor the results. If you get the results you expected, move on to the next item on your list and so on.

Whether you are thinking you need a complete website redesign or are happy with your current website it's important to be constantly monitoring, tweaking and learning in order to make data-based improvements.

To learn more about this process, download the e-book below.

New way to redesign websites

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