13 Ways to Use Website Analytics to Their Fullest

How do you get the most out of your website analytics in order to convey trends to your team (and identify goals)?


The following answers are provided by the Young Entrepreneur Council (YEC), an invite-only nonprofit organization comprised of the world’s most promising young entrepreneurs. The YEC leads  #FixYoungAmerica, a solutions-based movement that aims to end youth unemployment and put young Americans back to work.


1. Mixpanel for Mapping Your Analytics

Brenton Gieser

When creating a web or mobile product you’re going to run into bottlenecks. Typically, teams speculate on the cause of the issue or are completely blind to the problem. Determine where the “blockage” is by tracking actions (like button clicks) on your site or mobile app and create a funnel of those actions. This helps you determine what specific actions are not converting.

Brenton Gieser, JoynIn

2. Visualize Funnels

Danny Wong

One of the best ways to convey trends in our web analytics is by creating visualized funnels to show where the real problem points are in our conversion and sales funnel, and then we can think about how to improve conversions and reach our goals.

Danny WongBlank Label Group, Inc.

3. Weekly Report Card

Josh Weiss

One of the best ways to convey trends in our web analytics is by creating visualized funnels to show where the real problem points are in our conversion and sales funnel, and then we can think about how to improve conversions and reach our goals.

Josh Weiss, Bluegala

4. Highlight Metrics That Matter

Doreen Bloch

Today’s website analytics services can provide you with possibly hundreds of different metrics to review. That breadth is wonderful, but when reporting trends to the team, don’t include everything because it can result in data overload. Instead pick 3-5 metrics that are most important and emphasize those trends when conveying strategy or goals to the team so everyone can focus on the priorities.

Doreen Bloch, Poshly Inc.

5. Track Everything!

Jennifer Vargas

Track every interaction, page view and state of your application. Even if you’re not surfacing the data in your analytics today, it’s extremely helpful to have a body of past data that you can call upon to compare performance or to make projections on a new feature. Graphite and StatsD (both open-sourced) are great tools for data collection and display.

Jennifer Vargas, Accompl.sh

6. Go Beyond the Basics

Logan Lenz

In order to really succeed with analytics, you need more useful data than what is offered by default. By employing additional applications like CrazyEgg or ChartBeat, you get a glimpse into real-time data and more detailed user behaviors that can help you understand how to better optimize the site for your users’ on-site experiences and conversions.

Logan Lenz, Endagon

7. Get Friendly With Google Analytics

Patrick Curtis

Take the time to set up goals in Google Analytics so you can track goals accurately. This will allow you to split test conversion pages and keep track of other important metrics such as percentage of visitors that register or purchase. Without these goals, it is tough to see how changes are impacting your business. Working in a vacuum is dangerous.

Patrick Curtis, WallStreetOasis.com

8. Carry Your Cohort

Chris Lee

Weekly data snapshots are incredibly helpful, but it’s not nearly the full story. Cohort Analysis tracks engagement over time so you can easily see if the users who signed up six weeks ago are still engaged and, if not, when they start dropping off. You can compare older cohorts to newer cohorts to see if the changes you’ve made are making a difference now and over time.

Chris Lee, Meeteor

9. Start Split Testing

Nathalie Lussier

It’s great to look at general analytics, but you won’t know how well you’re doing unless you have something to compare to. Consider setting up split tests to try out different headlines, calls to action, and varying graphics to see what resonates most with your audience and makes more sales.

Nathalie Lussier, Nathalie Lussier Media

10. Craft Your KPIs

Jason Evanish

Key Performance Indicators (KPIs) are the most important metrics in your business. They’re the numbers that if they go up, the business survives and thrives, but if they suffer, so does the company. Your team will be focused on their tasks, so giving them just a few numbers to care about will have a big impact on driving your business. Choose no more than four of these and share them regularly.

Jason Evanish, Greenhorn Connect

11. Isolate the Variables

Lucas Sommer

To find out what is working and what isn’t, identify what you’re trying to measure and what impacts that data. You can’t measure how a headline changes your bounce rate without keeping all other variables besides the headline the same. Eliminate changes in time, day, promotions, and traffic sources to really find out what changing your one variable does to your data.

Lucas Sommer, Audimated

12. Don’t Keep Secrets

Aaron Schwartz

As a small company, everyone’s work impacts our traffic and conversions. We have opened access to our analytics suite to all of our team members so that there is never a question on how the company is performing. Having clarity of goals is one thing, but having insight on a daily basis to if we are reaching our goals drives everyone to work smarter.

Aaron Schwartz, Modify Watches

13. Watch It Live

Bhavin Parikh

Set up a monitor with a live dashboard of your analytics that any team member can access at any time. This level of transparency shows that you trust your team. They’ll also better understand the impact of their work on the business.

Bhavin Parikh, Magoosh, Inc.


About Young Entrepreneur Council

The Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world's most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.

  • http://twitter.com/glenn_ferrell Glenn Ferrell

    Typo needs correction:  #s 2 and 3 are identical quotes credited to different people.

    • http://Smallbiztechnology.com Ramon Ray

      Thank you so much
      Ramon Ray, Editor and Technology Evangelist, Smallbiztechnology.com

      – Sent from my phone (but most likely not while I’m driving or watching a movie with my family) –

  • http://twitter.com/mediahawk mediahawk

    Don’t forget to make sure you are monitoring your phone number off your web site so that at its most basic you can see calls received and missed. You can then look at different levels of granularity depending in the scale of what you are trying to achieve by using dynamic numbers – i.e. your telephone number will change depending on the referring URL etc. It is all very well measuring the success of your web site, but depending on your market, your sales conversions are actually made over the phone.

    • http://Smallbiztechnology.com Ramon Ray

      I love this – phones and web sites!

    • http://twitter.com/bkparikh Bhavin Parikh

      Clever use of phones!  We also ask every customer where they heard about us from right after they sign up.  Analytics often tells half the story but you need to piece together the rest.