The Future of Web Monitoring
We said smart companies make mistakes faster. It's perhaps more accurate to say that smart companies adapt faster, learning from their mistakes and forever tightening the feedback loop between what they attempt and what they achieve.
The monitoring tools and measurement techniques are your eyes and ears, giving you an ever-improving view of your entire presence. However, the technology of web monitoring is changing more quickly than we can document it. New approaches to improving visibility surface overnight and things that were nascent yesterday are mainstream today.
All of the monitoring we have seen serves one of two clear purposes: accounting and optimization.
In many ways, analytics is simply how we account for the online world. After all, we are collecting metrics, such as daily sales, average shopping cart size, and advertising revenue. Accounting-centric analytics is likely to become the domain of the finance department as that department pushes for more visibility into the online business.
Today analytics is an afterthought in most application development efforts, thrown in as JavaScript tags just before a site launches. This is unlikely to continue. Expect accountants and controllers to define standards for data collection from web systems, and expect investors to demand more real-time data on the progress of the online business. It won't be long before Generally Accepted Accounting Principles (GAAP) are part of the requirements documents that web analysts need to incorporate into their analytics strategies.
The other half of analytics focuses on continuous improvement. This is the domain of product management, interface design, and copywriting. The goal is to get more visitors to do more things you want for more money, more often. Every tweak to your site is an attempt to edge ever so slightly towards that goal, and every visit a hint at whether the attempt was successful.
While much of this optimization can be done manually, at least at first, organizations with sites of any substantial size will soon find this an overwhelming task. They'll turn to multivariate testing, as well as the automation of usability analysis and visitor feed-back, allowing web platforms to adjust their content and layout dynamically to maximize conversions based on what works best for a particular segment.
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Once you've got your site in order, traffic is flowing in, and you're making the most of all of your visitors, it's time to be sure your relationship with them is long and fruitful. In the early days of the web, the main measure of engagement with your visitors was loyalty – how often they return to your site.
Web operators rely on two main types of tools to make sure their sites are functioning properly. The first, called synthetic testing, simulates visitor requests at regular intervals to make sure the websites is working. The second, real user monitoring (RUM), analyzes actual traffic to measure responsiveness and detect errors.
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Web operators rely on two main types of tools to make sure their sites are functioning properly. The first, called synthetic testing, simulates visitor requests at regular intervals to make sure the websites is working. The second, real user monitoring (RUM), analyzes actual traffic to measure responsiveness and detect errors.
Once you've got your site in order, traffic is flowing in, and you're making the most of all of your visitors, it's time to be sure your relationship with them is long and fruitful. In the early days of the web, the main measure of engagement with your visitors was loyalty – how often they return to your site.
At many of the companies surveyed, nobody sees the big picture. Different people watch different parts of their web presence. IT tests a site's uptime, marketers' count visitors, UI designers worry about how test subjects navigate pages, and market researchers fret over what makes customers tick.
Here is an overview of how to optimize your website. It shows you most of the key terms we'll be looking at in the paragraphs ahead.
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