You may be familiar with web analytics terminology but this doesn’t mean your client is. This is how to make reports more understandable.
Digital marketers are no strangers to having to prepare presentations for clients who require a simplified view of how their brands are performing online. There isn’t always very much time to prepare either, which is why it helps to know what data you should be including and how to present it in a way that your client will understand ahead of time.
Having the right tools on hand to assist you also makes a big difference to this process, KOBIT being one of them. KOBIT makes it that much easier to create easy-to-understand reports that you can generate in a matter of minutes.
With that being said, you will still need to know what data your client would want to see in these reports, in the first place.
Before you start generating reports based on the data you think your client wants to see, these are the questions you should be asking:
When you need to report on a specific campaign, it becomes much easier to generate reports. However, when your client simply wants general feedback, it’s not always clear what they hope to get out of the meeting.
To make sure that you are creating a report and presentation that will actually be useful to your client, find out what businesses issues they are currently focusing on. The marketing operations team will be able to assist you with this information. In fact, you may even want to have brief catch-up meetings with the marketing operations team on a regular basis so that you’re always aware of your client’s challenges and key focus points.
Naturally, your job is to be able to interpret analytics software but unfortunately, your client is expecting to see insights that are linked to specific business concerns. Staying up to date or being aware of these concerns will ensure your meetings run smoothly and that you can easily answer any questions that pop up.
Now that you know what your client is concerned about or focusing on, you can decide on the data that you need to report on to address these concerns – this is where your web analytics skills will come in handy.
For example, your client may want to focus on how they can increase online sales in an effort to boost the company’s bottom line. For this, they would need to get a better idea of how visitors are engaging online. To paint a picture of what users are doing online, you would look at metrics such as Bounce Rate, Average Session Duration and Average Time on Page.
Platforms such as KOBIT allow you to select these kinds of metrics and use them to create a report that offers valuable and actionable insights.
Some other common questions that tend to crop up in these types of meetings include:
If you won’t be using KOBIT to create your Google Analytics reports, you will need to find a way to present your data in a way that’s relevant to your client. If any of the data you have pulled isn’t directly related to core business issues, you can put it to the side. This data can still be included in the presentation but don’t make it the focus.
For example, say the site has an impressive Average Time on Page, this could indicate that engagement rates are high too, however, what if the Average Session Duration wasn’t as high? Moving through these types of questions will allow you to determine whether there are certain groups of users you should be leaving out of your reports in order to create a more accurate picture of true user engagement. So in this scenario, you would probably only look at non-bounce visitors.
By narrowing this data down to represent a ‘bigger picture’, your report will be clearer and make it easier for you to offer actionable insights.
To make your web analytics presentation as clear as possible, build it around one specific insight. When you emphasise one specific point, your presentation is automatically more impactful. This is because clients tend to already spend a lot of time in meetings, which means they aren’t always able to remember a ton of information.
Providing them with one clear insight that they can use to shape their own decisions will be far more useful than bombarding them with information, particularly if it’s information they can’t use. Include one slide or graphic that highlights this core insight and start your discussion from this point. You may find that you won’t even need to go through the rest of your presentation because this answers everything.
With this being said, don’t risk walking into your presentation with one slide either – it’s better to be prepared. To form this underlying message and key insight, you may want to combine the client’s main concern with the actionable insights
Let’s face it, your concentration is much better at the beginning of a meeting before all of the information being presented becomes one big blur. Start your presentation by touching on why you’re there and then jump right into the insights you believe are the most valuable and will answer the client’s key questions.
Any presentation that shows important findings and highlights how those findings can be used to make better business decisions and solve problems is a successful one. If there is already a discussion right after you showcase your best idea, you may be out of your meeting much sooner than you thought.
As a web analyst, it’s important to make sure that your client is looking at metrics that are relevant to what their business wants to achieve.
When someone looks at reports directly in Google Analytics, data can often be misleading, particularly if you don’t analyse data on a daily basis. This is also where tools such as KOBIT can make it quicker and easier to generate the types of reports that you can send to your client right away.
By keeping the above points in mind the next time you’re set to present to clients, you are bound to find this process much less stressful and more productive.