Gain new insights.
- Why did you create your website?
- What would you tell someone to get them to invest in your site?
Answering these questions will help you move forward into choosing metrics, setting up reports, and optimizing based on insights. For example, a nonprofit website could exist to promote awareness of their cause to the wider world. Another way to pinpoint your mission and focus is to simply consider your mission statement. For example, Best Friends Animal Society exists to Save Them All, and they focus on donations.
Until you align what your site is doing with the actual reason people visit, you’re going to struggle. Surveys and polls asking users if something is missing or if they can’t find a bit of info is a popular way to infer this information.
For example, are you:
- Trying to increase support and action for your nonprofit? You could track donations.
- Trying to build a world-class communications organization? You could measure information consumption, like ebook downloads.
This is one way to measure positive changes on a site when you can’t put a dollar value to your goals.
In addition to behavioral metrics like click-through rates, search queries, and engagement, attitudinal insights can help you better understand user intent and develop better hypotheses. For example, you could add a Was this helpful? Yes/No widget and a comment box alongside tests to find out what kind of effect the changes have.
Add Usabilla feedback forms to your content to track what visitors are actually consuming and at what rate.
Adding feedback forms at the bottom of content like informational posts helps you track quality over time quantitatively, as well as collect qualitative feedback and possibly even requests for more information. When combined with metrics like traffic and exit-rates, this feedback might tell a fuller story in terms of the value your content is providing visitors and what you need to focus on more.