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Measuring the results of public company websites: The key tool PR should be used to do business.
The Public Company website is one of the key channels for communication with shareholders, investors, the media and stakeholders. The website is not only a basic source of information but also the face of the company that communicates the credibility and vision of the organisation. Measuring the results of a website is essential to assess the success of a communication plan. What’s indispensable is the tools used to analyze the results of a website so that the information can be updated to suit the needs of the target audience.
The website analysis tool is What?
Web management efficiency tools are available, such as HubSpot, but in measuring the results of a public company website, there should be a web analysis tool that analyzes and stores website data such as gender, age, user behavior, number of clicks, and platform used for PR. To promote an organization or company, tools for analyzing a website are important because collecting this information from the website allows website owners to analyze and strategize their future work and improve the website’s performance.
Public company website analysis tools that PR should use are available. Anything?
1. Analyzing Web-Based Traffic with Google Analytics
One of the indispensable tools for measuring website results is Google Analytics, a free tool that allows PR to monitor site visits in real time, display in-depth information about visitors such as number of visitors, number of users, page visits, and length of time visitors spend on each page.
By doing PR, users can analyze this information to see which web pages are the most popular and immediately determine which platform visitors come from, such as Google searches, links from other websites or social media platforms. If PR wants to measure the results of online PR campaigns, such as: Pressing a new product or launching a new product when it is released. Google Analytics data will help determine how many people are interested in the news. You can view the number of visits and time spent on each page involved.
2. Tracking the number of annual report downloads with Tag Manage
For public companies, transparent financial information is important. One of the important documents we need to provide through the website is Annual Report, which shareholders and investors often download to study the company’s financial details and overview. Tracking the number of downloads will help PR. Evaluate how much attention this data has received from the target audience.
Interestingly, the Google Tag Manager is a tool that can help track users’ behavior on the website, such as clicking the Download PDF button or doing activities on the website. Using Google Tag Manager along with Google Analytics provides real-time monitoring of the number of downloads of reports.
PR can be used to analyze trends in which reports are most interested by shareholders or investors and to improve future report presentations or to measure the outcome of these reports’ public relations via email or other channels.
3. Analysis of access to press releases with Meltwater
Distributing press releases is the main task of PR, especially for public companies that need to communicate with investors and the media. Meltwater is a tool to monitor news from various sources, whether online or social media. Not only does it help track press releases, but it also provides in-depth analysis of news access such as number of displays, number of clicks, or sharing of news on social media.
Meltwater can also be used to evaluate the results of PR on the website to determine how much press releases are in reach of the target audience, which news is best received through the news media, and can track brand or company mentions on social media. This enables rapid analysis and improvement of PR strategies.
4. Evaluating Site Visitor Behavior with Hotjar
One of the factors behind the success of the website is that Hotjar allows PR to see a big picture of how visitors interact with the content. Hotjar records visitors’ behaviors such as clicking, scrolling, and interacting with elements on the website through a heatmap that shows the user’s point of interest or disinterest.
Using Hotjar will enable PR to be successful because analyzing data from site visit results can improve the design and positioning of content such as downloading reports, placing press releases in locations that are easier for visitors to see and will benefit the UX design on the site.
Conclusion
Web site visit tracking, behavior and performance are critical to improving the site and making PR more efficient. PR can collect valuable insights and develop more effective strategies, enabling the company to communicate effectively and reliably with shareholders and stakeholders. In particular, public companies need to maintain their corporate image and build confidence in society. Apart from these tools for organizations or companies that need advice on how to develop the public company website effectively, consult experts and get advice now!
