12 Questions Communicators Should Ask
How are you using Google Analytics in your communications programs? Oh, you’re not. Maybe it’s time you took a little tour back through your website data and see if answering any of these questions can help inform future program and tactical decisions.
- What language is dominant for your users? Do your communications tactics reflect that language?
- Where are your users coming from? Does it match with the geography of your stakeholders? If not, why not?
- What is the ratio of new users vs. returning users? What does that mean to your comms programs?
- How can you improve your communications pieces based on the technology and mobile devices used by your web visitors?
- What are the key learnings you can see about traffic sources to your site? How is the mix of paid, direct, organic, referral and social correlate to your communication efforts?
- What is the highest source of referrals to your site?
- How do visitors get to your site?
- What is the most visited landing page and is that appropriate for your organization?
- What are the top pages on the site?
- Are all your web pages up to date?
- What is the relationship between landing pages and exit pages? Is that the path you want users to take?
- Is site speed good or is it a problem? What can be done to improve it to keep people on your site?
Connecting what you do as a communicator to what your website users are telling you is a simple way to make your programs more relevant. Let us know if you tried one of these and what you found out about your website.