Ok, so it’s a nerdy subject. But hey, this is “TechTuesday” and the thoughts here are of use to anyone who wants to see how well their website’s really performing.
We’re talking about analytics; or the means by which we know how many people are reading what we’re putting up on our sites.
You’d have to admit, surely, that’s the ultimate goal and so a pretty critical measure of success, no?
It’s the only way you’re going to find out what works well, what bombs without a trace, what people really want to hear (read) about, and so on.
That’s all fine and dandy, but what about adblockers?
I’d become fed up with being bombarded by re-targetted ads long before I’d heard of these nifty apps that simply stop unwanted ads being shown on my laptop’s screen. The one I use is so effective that I have to disable it to even view Facebook, such is the volume of paid for ads on that site.
AdBlock claims over 300,000,000 downloads to date and counting
Thing is, many have the habit of blocking out recording whether or not anyone is actually looking at your page too.
Which, as you can imagine, makes it very tricky to work out how successful or not a post is.
Similarly, rather than go to a hundred-plus websites every day and see if there’s anything new to read, I use Feedly. It’s an RSS-feed site which neatly organises new posts from the websites I’m interested in.
I can look at the titles, read a few words, and decide if I want to read more. If I do, I don’t have to visit the website, I can read it all on Feedly.
Guess what? That’s not going to show up on your figures either. The only good thing here is that RSS feeds rather died a death and are only used by the most dedicated of web readers these days, so could be seen as relatively insignificant.
So what should you do?
Well, perhaps nothing. If you’re happy with the figures your getting (in terms of numbers), then that’s great. But if they’re more than a little disappointing, perhaps you need to tighten up on exactly how you’re measuring them, and use something a little more exact than Google Analytics.
Think about using email marketing more, and tying it in with a software platform like InfusionSoft which will circumvent any such issues at a stroke.
Keep up to date with the latest news and thoughts on the topic via sites like Moz.com (Whiteboard Friday is a must for anyone who wants to stay ahead of the curve).
Don’t be afraid to enlist professional help. This is a very fast-moving, tech-laden area, and there are those that live and breath it. Get someone on board (doesn’t have to be an employee, it could be a freelancer or outside agency) who really knows their stuff.
And repurpose content. Get it out there via Twitter, Facebook and whatever social media platform you’ve adopted (most of these are great ways to get around adblockers).
It’s a tough world out there, with lots of competition. Don’t be complacent, don’t get dejected.
Keep getting your message across, by all means available to you.