Data Confidence Gained by an Analytics Audit

seo

Reading Time: 2 minutes

Share This

The Challenge

Our client underwent an extensive relaunch prior to onboarding with Greenlane. It was quickly determined that many of their post-relaunch problems stemmed from a lack of data development and management during relaunch plans. Based on early analysis (a mini analytics audit, stakeholder discussions, and evaluation of client data repository), we found that the site had been running an outdated version of ga.js with “customizations” to replicate certain logic. We also found incomplete and inconsistent analytics doe firing. We knew we needed to act fast to reverse the damage.

The Goal

Create trustworthy and usable data after a new site relaunched.

The Strategy

Due to the knowledge gained in our early analysis, we knew we would need to help our client with KPI development, auditing of existing analytics setup, training their staff on new data collection methodologies and reporting structures for better-informed decisions

We recommended that the analytics be updated to analytics.js logic combined with a Google Tag Manager implementation to reduce dependencies on the development team and allow for a streamlined process.

The new implementation included custom tracking within form elements to better understand how customers were engaging with the form, at what step they were abandoning the form, and if certain fields presented more issues to customers than others. Scroll and YouTube tracking were also added to provide more robust reporting. A project plan was developed, which included our recommendations, why we recommended them, how they should be implemented and in what order.

The Results

Increased data collection, along with a growing trust in the data internally, created data adoption within the organization. This new confidence led to writing and publishing tags of their own in GTM, and incorporating data into decisions for all of their business units.

Data helped identify and prioritize areas of the site to be revamped. This included insight into an SEO strategy to reclaim lost rankings. It also helped rectify incorrect data usage. Prior to relaunch, it was believed that most consumers were visiting at least 75-80% of a page. With the introduction of scroll tracking, we saw that consumers were typically only viewing the top 50% of the pages. This lead to new page layout recommendations, as key product features and interactive tools were well below the 50% mark on each page.

Share This

More Related Articles

SEO Search Engine Optimization - Flat Style Design
Analytics Digital Marketing SEO

How to Use Google Analytics to Build a Useful Website Performance Report

Part 2 of a series on SEO reporting best practices (ICYMI: Part 1) Traffic data, found in Google Analytics, helps you quantify your site’s engagement level. Using this data, you can understand more than just how many users visit  your…
Continue Reading

Learn the basics of SEO reporting
Analytics SEO

How to Use Google Search Console to Build an Impactful SEO Report

Part One of a series on reporting best practices Marketers rely on metrics and KPIs, whether it’s to manage expectations, track progress, or just establish a common internal vocabulary to discuss projects and goals. Understanding the sources and limitations of…
Continue Reading

seo analytics
Analytics

How to Avoid Conflict Between CRO & SEO

In our industry, there’s a constant drive to test – layout, content, images, form fields, pretty much everything on a page. We do this to constantly improve on the experience, with common instances being: How a conversion funnel functions To…
Continue Reading