8 Nonprofit Website Analytics to Find All the Gems From Your Web Engagement Data
While these are the top five–think of them as mandatory–here are three that you really need to keep your eye on as well:
6. Mobile Traffic
How can mobile traffic website data be useful to you? Well, it shows you how people are interacting with your site. Viewing a website on a 15-inch computer screen vs. a 3-inch smartphone screen significantly changes the experience.
If 75 percent of your yearly visitors are viewing your site on smartphones, you may want to optimize your site for mobile first and desktop second. That can mean anything from presenting your menu and visuals differently to changing how you integrate and display calls to action.
7. Geographic Location
Knowing where your visitors are coming from can be relevant if you are aiming to develop a strong local presence or you’re looking to reach and connect with people in specific areas.
You can also pick up on trends with potential marketing and advertising opportunities—like if you find 68 percent of your traffic is coming from people on the West Coast of the United States.
8. Browser Usage
There was a time when Internet Explorer was by far the dominant browser. Those days are gone. While IE is still the most common browser, Chrome, Firefox and Safari now also take up a substantial piece of the browser usage pie.
Websites can look different on different browsers. So knowing what browsers your visitors are coming from can be useful. If you find out 90 percent of your visitors are from people using Chrome, you’ll want to make sure all your pages look and work their best on that browser.
If you are reading this, you know that the underpinning of direct marketing has been and always will be “data.” While digital is not as “old” as direct mail, the amount of information that is available is there and absolutely should be used to drive your best marketing decisions. And, the even better news is that this insight is available rapidly.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.