Web analytics hacks The definition of business goals into measurable activities

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This article extracts from the website Analysis master Eric T.peterson "web site measurement Hacks"

–hack#38 "Identify Your Business Objectives"

To realize real business value, you must first know what to measure and why.

Web analytics measurement is fundamentally a question: "Why do you need to have a website?" Defining your business goals, in fact, is why your site exists. It's important to make sure what you do and what you want to give up. Defining a company's business goals is not a complex thing. Usually when you ask what the company's business goals are, everyone can understand exactly what they are. However, if you are still unsure of what a business goal is, please read the hack below.

Every website has business goals

If you've taken the time to write HTML and other resource files and upload them to the server, no matter how few pages or how small your goals are, you've taken into account some of the goals of doing these things. If you have an ebay store, blog or any website, you can certainly identify some types of goals.

Your business goals are always the most basic things. If you are an online retailer, your goal is to sell more goods and support existing customers; If you are doing sales software and services, your business goal is to create customer interest and high quality sales orientation. Table 1 lists a subset of the business models and their corresponding business objectives.

Table 1 Business objectives for common online business models

Translating business goals into measurable activities

As you can see, the level of business goals is very high. So how can these very theoretical things have real metrics for web analytics? This is simple! Each business goal is tied to a part of the activity in the real world and then measured by a click stream analysis.

Let's take a closer look at perhaps the most popular business goal on the Internet: selling products. How do you sell goods on the Internet? Visitors open your Web site to find the goods they want, put them in the cart, and finally pay to complete the transaction. Each individual activity (arrival, find, add, and pay) is obvious, even the most commonly used web analytics tools can measure these activities. The more abstract business goals of "selling goods" are broken down into activities to show what needs to be measured, such as table 2.

Table 2 activities and related indicators defining the business objectives of "selling goods"

Don't worry about the metrics you're not familiar with in table 2, which will continue to be explained in the hack.

Once you have defined your business goals and activities, you will know what reports will be produced, what metrics to measure, what key performance indicators (KPIs) to define and share, and even what hack to read. It all starts with defining your business goals.

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