Site Performance and Digital Analytics
One of the issues we focus on in our consulting practice at Analytics Demystified is the relationship between page performance and key site metrics. Increasingly our business stakeholders are cognizant of this relationship and, given that awareness, interested in having clear visibility into the impact of page performance on engagement, conversion, and revenue. Historically speaking tying the two together has been arduous, and, when the integration has been completed, possible outcomes have been complicated by the fact that site performance is usually someone else’s job.
Fortunately both of these challenges are becoming less and less of an issue. Digital analytics providers are increasingly able to accept page performance data, either directly as in the case of Google Analytics “Site Speed” reports, or indirectly via APIs and other feeds from solutions like Keynote, Gomez, Tealeaf, and others allowing the most widely used digital analytics suites to meaningfully segment against this data on a per-visit and per-visitor basis.
Additionally, thanks to Web Performance Optimization and the recent emergence of solutions that allow for multivariate testing of different performance optimization techniques, business stakeholders and analysts are increasingly able to collaborate with IT/Operations to devise highly targeted performance solutions by geography, device, and audience segment. Recently I had the pleasure of working with the team at SiteSpect to describe these solutions in a free white paper titled “Five Tips for Optimizing Site Performance.”
You can download the white paper directly from SiteSpect (registration required) or get the link from our own white papers page here at Analytics Demystified. If you want a quick preview of what the paper covers I’d encourage you to give a listen to the brief webcast we created in support of the document.
If you’re thinking about how you can better measure and manage your site’s performance we’d love to hear from you. Drop us a line and we’ll walk you through how we’re helping clients around the globe get their arms around the issue.