It is important for companies to track how their customers/users utilize their website and track the effectiveness of the website. Digital analytics is a great way for companies to do just that and really track how users navigate through their websites. In this blog post, I will dig into certain goals that companies can keep track of certain aspects of a user’s journey.
Destination
Destination goals are page screens that appear whenever a user completes some sort of activity. This is a pretty basic goal, though the greater number f destination goals that are able to be tracked can prove that users are activley interacting with the website. Destination goal examples are things such as: “Thank you for signing up”, “Your order has been completed” or other pages that appear after users navigate through the website.
Event
Event goals are goals that are generated when a user does a specific activity on a website. These can include things such as a social media reccomendation, clicking on a video, click on an ad, or even downloading a pdf or file. Anything specifically that will cause an interaction on the website.
Duration
Duration goals are simply how long a user spends on the website. If companies place a certain time limit for an average time to be spent on the site, then if a user goes above or below that average, companies can measure that amount of time and determine how engaging their website is.
Pages/Screen per Visit
Pages/Screens per website visit are like duration goals, they measure how many pages that a user appears on their screen as they use the website. A compay can set an average number of pages a user should go through while on the website, and can measure if any users go below or above the numbers set.
Company Metrics
Some companies can use these goals and measure these goals with certain metrics. One metric would be the percentage of goals completed, which can be calculated by (the number of users visiting a completion page/ number of total visitors) * 100. Companies can also generate revenue estimates for how many goals they were able to complete. Having these goals and metrics allows for companies to design a very interactive website and keep users engaged through their entire time visiting.
