The time has come to meet with the client and show him the results obtained. It is the day of the exam, when you will demonstrate that you have achieved or not the objectives of the proposed marketing strategy and the big question comes to mind: How to present the results of web analytics to a client? Well, in this post I am going to give you some ideas.
Who will be your interlocutor?
First of all, it will be necessary Analyze what type of client you are going to meet with. It is not the same to explain the results to a marketing director than to a small businessman or entrepreneur with little knowledge in the matter. The important thing is the understanding between the parties, so you must use the appropriate language and data so that your interlocutor understands you. In the case of the marketing director, he will probably feel interested in interpreting the data from a complex Excel file himself, however, the small businessman will prefer more processed information.
Focus on what’s important!
In any marketing campaign we can find hundreds of noteworthy data and we can be tempted to highlight those in which we get the “best grade”. However, it is important to focus on the KPIs established in the strategy in order to achieve the objective. It will be useless to get many visits to the blog if your goal is sales, and these are going down. We need to focus on relevant data and we know how to assume both successes and failures, since it is the only way to properly optimize the strategy.
Data that cannot be missing in a web analytics results report
There are many data that we can extract from Google Analytics:
- Audience data:
- sessions
- users
- Number of page views
- Pages per session
- Average duration of each session
- Bounce Rate
- Percentage of new sessions
- Behavior: new visitors, return visitors, frequency of visits and interaction.
- Demographic data: language, country, city, age and gender
- Navigation system: browser, operating system and Internet service provider
- Mobile: operating system, service provider and screen resolution
- Active users
- Interests: affinity categories, market segments and other categories
- user flow
- Data on web traffic acquisition:
- channels
- Source/medium and references
- sessions
- conversions
- Adwords: campaigns, bid adjustments, keywords, segmentation…
- Search Console: landing pages, countries, devices and queries
- Social: sessions, conversions, landing pages, user flow…
- Behavior:
- Page views
- unique pageviews
- Average time on page
- Bounce Rate
- departure percentage
- adsense revenue
- Adsense Page Impressions
- Viewed Adsense ad units
- behavior flow
- Most Viewed Pages, Landing Pages, and Exit Pages
- Site speed: page times, user times…
- Searches on the site: sessions with search, search terms, pages…
- Events: total, value, sessions, flow…
- Publisher: impressions, coverage, page views, impressions, %, clicks, CTR, revenue, URL…
- Conversions:
- Objectives: compliments, value, conversions, % abandonment, url, route, funnel graph, flow of objectives…
- E-commerce: product performance, revenue, purchases, quantity, average price, average quantity, category, sales performance, transactions, time to purchase…
- Multi-channel conversion paths: conversions, assisted conversions, value, paths, time span…
However, not all of this data is important in a web analytics results report. Depending on each strategy you will have some Established KPIs that you must select and measure their evolution.
Therefore, the data that cannot be missing in a web analytics results report are:
- KPIs selected based on the strategy.
- Evolution of said data.
- Comparisons of the data with results from previous years, competition or some other trait to be analyzed.
Formats to present the results of a client’s web analytics
Once we are clear about who our interlocutor will be and what are the most notable data that we are really interested in analyzing to optimize the strategy, we will move on to the next step, which will be to choose the most suitable for the intended purpose among all the possible formats. Some people present the results face to face in a meeting personally or by skype, or who directly sends them by email, or who does both.
Here are several options:
- Power Point or Keynote presentation with the most relevant data, explanatory graphs and some final conclusions that serve as a guide to optimize the strategy.
- A PDF document with more relevant data, graphs, explanatory texts, conclusions and next steps to follow to optimize the strategy.
- Excel with all the raw data, plus explanatory graphs of the most relevant.