We have often commented that accurate benchmarking is the key starting point in the process of optimizing a website. We need to be in a position to measure any changes that are made to know what, if any, impact they have had. It’s also important to normalise and reach consensus regarding our data sources and the metrics that we plan on analysing, as it’s easy to reach the wrong conclusions if different members of the same team query different data sources in slightly different ways, or when analyzing metrics and indicators on Google Analytics, we compare apples with oranges. It’s also true that most of the time, the default Google Analytics reports are not as granular as we would like them to be, in order to facilitate more profound analysis.

Filed under: web, methodology