Sorry for the Marie Kondo reference, but I am still grinning, imagining myself holding a Google Analytics report in my hands, looking at it, and muttering – No, I don‘t feel joy…
Honestly, we need to talk about how cool life is without thinking about data. All these thoughts:
- What do these numbers mean? Are they good? Is there a benchmark?
- How can we improve the metrics?
- Where should I start?
- Is the data correct? Do we have such low conversion rates?
Annoying these questions, aren‘t they?
Here‘s my take:
Feel free to get rid of data and analytics!
Let me tell you why.
Everything you work on only makes sense if you do it with enough purpose and focus. You can‘t just:
- Do a little online marketing on the side
- Write a little bit of content
- Develop a bit of a script
- Bake a bit of a cake
Without focus and commitment, none of these work. And the same is for data.
- Adding analytics to your website – is no focus
- checking the users, session, and pageviews – no focus
- Checking the conversions – no focus
- Writing analytics number in an excel sheet – no focus
And it‘s ok if you don‘t have the focus right now. You can only focus on some things in a team or company.
If you have to focus on analytics at the moment, do one thing that frees up your mind:
Remove the tracking from your website or apps!
But we lose all the data we can later analyze?
Be true to yourself; you won‘t analyze it.
But don‘t I need it to compare performance over time?
You should only compare data from well-thought and implemented setups.
So free your website and your mind up and remove the tracking.
But when should we start to have tracking and analytics numbers again?
No surprise: when you can focus on it.
What does that mean?
- You sit down in 1-2 sessions and come up with what kind of things you want to optimize based on data
- You define a process on how to optimize (and no, writing build-measure-learn on a slide is not a process)
- You define a person to be head of data; she/he owns the topic and is responsible to create and show value with data
When this is in place, you can start adding some tracking again. But do it iteratively. Only track what you want to use to improve something.
And ps. Don‘t believe the data hype. If you are not ready yet, it‘s ok not to do it. You do better than 1000 other companies who have analytics data because you should have it.