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Analytics & Website Optimization

Track relevant metrics, gain key insights, and use data to optimize your website and inform digital marketing strategies.

INSIGHTS INTO ACTION

We synthesize analytics data into actionable insights, user experience enhancements, search engine optimization tactics, and digital strategy recommendations.

Our approach to analytics

We cut through “vanity” metrics to focus on what matters. We start by identifying which user actions have the most direct impact on your business.

Our team uses data to generate specific recommendations to enhance user experience, optimize for search, and increase conversion rates.

 

We track, extract, and analyze raw data from multiple sources and combine it into C-suite compatible summaries that provide actionable plans and tactics.

Insights – not just data – at every step

Analytics insights are embedded in our processes at every step. We use data to validate design decisions, inform content strategy, improve user experience, and drive ongoing website optimization.

Our website management team proactively reviews analytics and refines your digital strategy.

We provide specific steps to improve search positioning, optimize ad

We provide actionable steps to improve search positioning, optimize ad spend, attract & convert leads, or implement improvements to the design and functionality of your site. 

We implement the right tracking tools and create reporting dashboards to surface key insights at-a-glance. Our dashboards are optimized for common use-cases, but are customized to suit your specific goals and connect to your datasources.

POPULAR ACTIVITIES & DELIVERABLES

We use a mix of tools & methodologies to introduce data-driven insights into design, SEO, digital marketing, and implementation.

  • a stylized representation of Search Pattern Analysis
  • a big magnifying glass over multiple search bars
  • two similar blocks of text next to each other for comparison
  • swirling words in a funnel
  • example persona with an outline of a person and lines for text
  • representative graph of data

  • Search Pattern Analysis

    Data-driven insights into what leads visitors to – or away from – your site, and the valuable search traffic you may be missing. Search pattern analysis informs content strategy, website design, product development, and marketing campaigns.

  • Keyword Analysis

    A mix of competitive analysis, SEO, and content strategy, we synthesize keyword research to identify opportunities and competing content from other orgs to increase your rankings and better attract, engage, and convert your target audiences.

  • Competitive Analysis

    We identify and evaluate your peer and aspirational competitors’ content, messaging, UI, and overall customer journey. We analyze how well they meet market needs, opportunity areas in which they fall short, and how to stand out in a crowded marketplace.

  • Conversion Funnel Definition

    We identify high-value decision-making points in your users’ online and offline journeys, and develop specific messaging to drive them toward conversion — whether that’s a product or service purchase, newsletter signup, or call to request more detailed information. We recommend unique funnels for each main audience group, product, and/or service type.

  • User & Audience Personas

    A detailed “human” profile of your audience segments provides insights into their needs, expectations, and browsing behavior. Personas empower you to make more informed decisions regarding the content and user experiences that they seek.

  • Analytics Review & Recommendations

    Analysis of what’s happening on your site and how to improve it – from user demographics to traffic sources, top referring sites, best (and worst) performing pages, and most productive keywords.

    How we work with your team

    We work with organizations that are building an analytics and reporting practice from the ground-up, as well as add value to existing data & UX teams looking to take their analytics to the next level.

    We work with a variety of tech stacks and third party platforms. We can leverage your existing tools and infrastructure or use them as datasources for custom reports.

    Which analytics tools do you use?

    We most commonly use Google Analytics and Looker Studio (formerly Google Data Studio), but have experience with other packages as well. Have a question about whether we can work with your analytics stack? Please reach out!

    Can you also analyze heatmaps and session recordings?

    Yes, we use tools such as Hotjar, Fullstory, and Microsoft Clarity to go beyond metrics and gain insight into real user behavior.

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