#14 - Benchmark Your Web Site’s Performance

This is my series of 30 brief interactive marketing tips. I’m posting each business day at 8:30 a.m. EST. Catch them all by subscribing to my blog or bookmarking the site. All of the posts will be tagged “30 interactive marketing tips” and listed on this page.

#14 - Benchmark Your Web Site’s Performance

Adding benchmarking context to your web analytics data can illuminate some interesting trends that might otherwise go unnoticed. You can start in a few simple ways:

1.) Historical Performance - Track the relevant metrics, such as revenue and conversion rate, for your campaigns and compare current results to historical performance. Throw in an index to show variance.

2.) Compare Like Sites Internally - If your company has more than one site in the same vertical, see how they stack up against each other for your KPIs. Other factors like budgets will complicate things, but it’s still a start regardless.

3.) Track Data Year Over Year - This is the simplest of the bunch, but sometimes overlooked. Often times, seasonality can account for the variance you see in your data. Plot your key metrics for this year over the results from last year and measure the difference.

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• 4 Simple Ways to Improve Your Web Analysis
• #10 - Analyze Better With Data Visualization
• #16 - Audit Your Web Analytics
• #4 - Set Yearly, Quarterly and Monthly Goals
• #22 - Start A/B or Multivariate Testing