In 2016, we have to track everything and that includes your website’s performance. The performance of your website is critical to measuring your business success. We have to be able to see how it is converting your customers. Is your website driving them to your store, or convincing them to be buying online.

  1. Heatmaps

Heatmaps like those on CrazyEgg or Tableau, help you understand the way your customers are seeing your website.

You’ll get readouts on where their cursor lands, where they’re clicking (or trying to click), how long they’re viewing various parts of your website, and where they head for the door.

This is key because we all develop our business site’s with our knowledge of the products or service. Sure, we may try to introduce the connect to the new client, but having a true “beginner’s mind” is difficult.

Heat maps help us see what our customers see, where they go, and what they want, then adjust our business site to fit those needs. You’ll learn where to place your best content, which images are drawing attention, and which elements need to get the boot.

Analytics To Track Performance

You can also measure which elements on your site is distracting your visitors, pulling them from your main message. This is impossible to know without testing, so heatmaps provide real-time tracking that can increase your leads and sales.

  1. Google Analytics

Nothing new here, but Google’s tracking is still number one. While it’s not 100% accurate, no tracking system is. But, you’re getting data from the biggest search engine on Earth, so the numbers are reliable.


Understating how to get the most out of Google Analytics is a science unto itself. If you have the budget for it, hire someone who can break down the numbers program in your goals (conversions, sales, etc.). and navigate the more intricate areas of the system. It will pay off with more traffic, more leads, and more sales.

Note: if you have an SEO frim running your site, they probably know analytics pretty well. However, make sure they know that your goal is to make money and grow your business, not perseverate over a .003% decrease in top exit page numbers (everyone has an exit page).

  1. Site Meter

A lesser version of Google Analytics, but allows for easy print out of 3-D graphics. This can be useful when presenting numbers to investors and bosses, and cuts out the leg work of taking Google’s stats and turning them into charts, graphs, and other visuals.

  1. Google Alerts/Social Mentions

If you are looking to track your brand building, invest some time in Google Alerts and Social Mentions. Both will let you know when your site, business, or brand has been mentioned in articles, blogs, or on social media.


Marketing Analytics for Measuring Performance

For small businesses, especially those involved with content marketing, this is also a great way to easily monitor the web for those who scrape your site and repost your content. Rather than you taking the duplicate content penalty, you’ll know where it is and how to get your stuff taken down.

  1. Marketing Grader

Hubspot’s tool isn’t a true analytics tool, but it can help monitor your overall digital marketing and website efforts.

It will track progress on social media integration, SEO, blogging, and lead generation. The system scans your site and gives you a grade.

Checking in with this tool every quarter is a good way to measure overall progress, and can give you a glimpse into what the competition is doing.


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