Establish Performance Reporting Cadence

[Shakhawat]

While pre-launch vs. post-launch reporting can validate the investment of a website redesign, the real marketing juice lies in post-launch reporting on website performance. We can identify what content is resonating, what CTAs and landing pages are converting, and what gaps exist.

While vanity metrics (time on page, bounce rate, etc.) can highlight opportunities for improvement in the website, we recommend focusing on metrics that tie to company goals and KPIs such as revenue, marketing-sourced revenue, and retention. Below are a few key steps to make sure you’re prepared to analyze and act on website reporting:

Make sure goals are clearly documented. Whether your business physician database has time-specific or product-specific goals, it’s important to clearly define what metrics you're tracking toward so we can analyze data within that context.

Clarify data sources to ensure everyone is looking at the same data set. There are multiple tools, filters, and reports you can use to export and analyze data and two different sources can tell a different story. Create internal alignment on your source of truth for website metrics.
Establish reporting cadence and who is responsible for what. At New Breed, we report on our marketing efforts monthly, quarterly, and annually. Your cadence might look different depending on internal team structure and time-based goals, but whatever approach you take, make sure your team has clarity on WHAT the goals are and WHERE you are in achieving them at all times.

Tell a clear, data-driven story. Data without context is just numbers. When reporting on website performance, you must ground your data in a clear narrative that explains how you got there, your shortcomings, how you plan to address them moving forward, and your successes and how you plan to replicate them.