This win is pretty simple, but its effects will have a major impact. Follow the steps below to learn how best to prioritize your goals and tactics.
Discuss the report as a team.
Meet with your team and review the report together. Identify the most meaningful levers you should focus on to improve overall performance. For example, you might see in the Trends section that there is a significant decline in your organic traffic from Google. Or, you might see in the Insights section that many of your conversions occur after users have had more than one session on your site.
Choose a goal to focus on.
Let’s use the two examples mentioned above. On the one hand, you’re losing significant traffic from Google. On the other, you saw that a significant portion of your conversions happened during the second session. Depending on the exact numbers (and on your resources), trying to get more visitors back to your site could be a good idea, too.
To prioritize your focus area, assess (1) the impact each goal has on your business, (2) the chances of success, and (3) the resources required to meet each goal.
Prioritize the tactics that’ll help you meet your goal.
For whatever goal you choose to focus on, make a list of tactics that can help you get there. Then, prioritize those tactics based on their chances of success, the impact they’ll have, and the costs associated with them.
For example, if your focus is on bringing visitors back to your site, you might consider running remarketing campaigns on Facebook or Google. You may also decide to create an appealing piece of content to get visitors to leave their emails (gated content) and then bring them back to your site through a weekly newsletter. These are just a few example tactics you could then prioritize.
Repeat these steps as often as you need. Your team will always be aligned, and your next steps will be crystal clear and easily measured.