Nobody reads your reports (and this is how you fix it!)

Do you ever feel like your reports aren’t really being read, let alone acted on? It’s a common frustration in the industry: reports are often packed with information and reams of data, yet they still fail to answer the questions that actually matter. 

When reports don’t lead to understanding or action, valuable opportunities are missed and decisions are made without the backing of data. This April, Katie New of Varn took to the brightonSEO stage to challenge the traditional “metrics-first” approach and introduce a smarter alternative: working backwards.

In her talk, Katie shared the clear, practical framework that she uses to transform reports from overfilled and cluttered   to clear and insightful. The shift involves moving from a ‘more information is better’ mindset  to a question-driven reporting plan  The framework works through 6 simple steps:

1. Identify exactly who is reading and using the report. 
2. Define the core questions they need the report to answer. 
3. Choose which behaviours on the site answer those questions. 
4. Select only the metrics that are relevant to the questions and behaviours. 
5. Add context throughout the report
6. Implement a simple feedback system to ensure the reporting remains meaningful and focused as the business evolves.

• Always Start with questions rather than metrics.
• If a metric doesn’t answer a core question, it’s probably just noise.
• Success isn’t a complex or long report, success is a report that drives action. 
• Use a feedback system to keep reports relevant and feeding into strategy. 

Need help turning your data into a strategy that actually moves the needle? Contact the expert team at Varn today to discuss how we can help you align your SEO reporting with your commercial goals.