What do you imagine when we say, "measurement strategy"?
Do you think in terms of vague business goals? Unrealistic campaign goals? An Excel sheet of basic KPIs and metrics? You are not alone. Many people approach digital content marketing strategies the wrong way.
Of course, it is essential to have clearly defined measures for larger KPIs to measure the success of any website. However, the most important factor in a measurement strategy is often running away – and that is – your audience .
You can have the most elaborate digital strategy in your industry, but without focusing on those who receive the experience – your user – everything falls flat. In this article, we will explain how to approach an audience analysis first that can improve the measurability of your website.
What is a public-focused strategy?
Taking a priority audience approach for your measurement strategy means understanding who your audience is, what they want from your website and why it counts for your company's bottom line.
Having an audience – first approach means keeping in mind the user 's experience at every stage of the process, and making sure that the user' s experience is the best. User experience is the highest priority.
Have a great idea for a test but nervous that will have a negative impact on the user experience? Test something else. At the heart of our public approach, the application of empathy focuses on the user experience.
What is a priority audience analysis?
From the beginning of your measurement strategy, you should try to answer the following 4 questions about your data using Google Analytics:
- What does my audience care about?
- How do they interact with my site?
- Do they have any frictions in the user experience on the site?
- What do they need but that they do not get? What more do they want?
To answer these questions about your users, you can create quantitative personas with the advanced segments of Google Analytics.
How to use the advanced Google Analytics segments for audience segmentation?
ADVANCED SEGMENTS are subsets of Google Analytics data. Segments allow you to isolate and analyze users / sessions / occurrences based on specific criteria that you define and define as belonging to that group.
By analyzing the data through the lens of the audience segments, you are able to take an audience approach first and foremost to measure the performance of your website.
Take "Brand Advocates" for example, it is the users that you identified have performed a series of actions on the site that demonstrate that they are big fans of the brand – this could involve several sessions, social actions, you set the Criteria. Here is an example of creating a simple audience segment by setting a criterion for the session and adding a condition.
The following example uses the Behavior tab to segment users who have had more than 2 sessions, and the Condition tab to segment those who shared site content to Twitter. The combinations you can do are endless and highly customizable depending on the types of behaviors you want to follow.
After segmenting these Brand Advocates – you can analyze the specific actions they take on your site and make business decisions based on your learnings.
I hope that now you know how beneficial it is to focus on the user when you develop a measurement strategy for your website. If you're still a bit vague, give our Google Analytics team a call or leave your questions in the comments below.