This article is about
Use of tags on your site and implications on cookies and
performance
On most of the websites you visit today, third-party
software is collecting data and loading content. And they are doing it both
before your eyes and behind the scenes. This is done through third-party tags,
i.e. fragments of codes that can collect important information used for
marketing analyzes (for example Google Analytics, Adobe) or to provide forms to
customers who intend to review products, as happens in most e -commerce.
In this article:
- Tag management and governance
- Time management
- Priorities
- Website performance
- Revenue and conversions
- Best practices
- The Ebiquity + Blue Triangle advantage
- The best third party tag management
Unfortunately, however, the tags weigh down the page and are
difficult to manage. They can lead to long loading times, worsening user
experience, productivity in the workplace and overall company revenue.
This post is intended to recommend best practices on tag
management and governance, developed over years of work experience with
corporate clients from the most varied sectors.
Ebiquity and Blue Triangle worked closely on various web
performance projects. Recently, the two companies have helped Marriott
(Marriott International is an American multinational that manages and grants
numerous franchise accommodations) to carry out a large-scale tag management
project, which has generated extraordinary results in terms of performance, UX,
productivity and hotel reservations. Here are the focal points discussed during
the joint webinar organized by the two companies.
Tag management and governance
Let's list and discuss together the issues the two
organizations have recently faced with regards to tag management and
governance:
Time management
Those who find themselves having to manage tags and
performance monitoring tools work to make IT organizations leaner. However, due
to the problems listed above, it remains necessary to devote time and energy to
managing third-party tags. It is possible to seize good opportunities following
every single action taken.
Understanding what not to do is as important as
understanding what to do.
We often find that companies are unable to manage their time
effectively. However, strategic planning is a fundamental building block of tag
management.
Priority
Development teams are expected to improve their business day
after day, but too often organizations invest most of their resources in areas
that will not pay back what they invested. And all this at the expense of what
matters most.
Without the support of "Data Driven Insights"
(which is the mantra of Ebiquity!), The risk of incorrectly indicating
priorities to your work team is very high.
Website performance
A slow page speed translates into a bad browsing experience
and, to a lesser extent, a drop in revenue and conversions. As the number of
added tags increases, the site becomes more complex and difficult to manage.
And a site full of tags can become a very slippery surface to walk on if
handled incorrectly.
Read Also: SEO NYC Company
In addition to effective tag management (which we'll discuss
later), you should establish rules that tell your third-party vendors how to
behave, requiring them to stick to their tag performance agreements.
Note that tag performance issues may arise at any time that
you and your vendors will not be able to control. For example, the long outage
of AWS on February 28 last year has had major repercussions on several
third-party technologies.
Revenues and conversions
Blue Triangle analyzed the performance of the top 500
e-commerce sites in the United States between Black Friday and Cyber Monday
and found that on average third-party tags slowed page loading speed by 22%
(compared to previous month). This contributed to a general slowdown of 5%. At
first glance, this latter figure may not seem much, but it is easy to
understand that a delay of this kind is able to make companies lose millions of
sales.
Blue Triangle and Ebiquity have partnered with Marriott to
help the company with a governance and tag management project applied to the
Home Page. The result was an 8% improvement in performance, which translated
into a significant increase in online bookings.
Best practices
Nowadays, companies need a large amount of data and
information, since most of it depends on it. To exploit this data in the best possible
way, companies must prepare a plan that allows them to get the maximum return
from an initial investment based on third-party software.
Read Also: Accounting
Software Development
How to best manage and govern these tags to increase revenue
The only way to achieve long-term success is to build
governance that fits perfectly with business processes. To do this you will
first need to ask the right questions, then offer the correct directions to
your development team.
Think of one of the many tags you have on your website and
answer the following questions:
Who is responsible for this
technology?
Who should do insights that guide
business decisions about that technology?
What are the planned actions that
team members need to complete using this information?
Who should set priorities that are
part of a wider vision of the organization?
Answering these questions should solve most of the
organizational problems discussed above. Now you will need to focus on User
Experience issues and those involving the various levels of a company.
Monitoring and performance of each of the third-party tags
based on actual user experiences is the first step towards improving business
processes.
From here, you will have to examine each of your tags and
answer this question: does the commercial advantage offered by this tag
outweigh the impact on sales of the performance?
Using Blue Triangle's revenue calculator, we can quickly
answer this question: in the case of one of the customers I recently helped
overcome the impasse his site was in, the Youtube.com tag blocked other items
while loading page, increasing the overall load time by 1.4 seconds.
Is the Youtube.com tag alone able to increase the business
by 37 thousand dollars during every single week? It's hard to believe it, but
it's true!
The Ebiquity + Blue Triangle advantage
Ebiquity and Blue Triangle are trying to merge their skills,
creating a revolutionary technology with a consultative approach capable of
increasing the long-term gain of each portal. The shared service will provide
users with over twenty years of experience in the Ebiquity sector, its ability
to optimize performance, the functions of the MarTech and AdTech platforms and
the analytical features of the Blue Triangle technology.
What does this mean in practice?
What has been said means that not only will you receive a
performance management and monitoring platform that uses and monitors real user
data to find more revenue opportunities, but you will also understand how your
business organization should remodel itself to obtain even more important
revenues. Tags can significantly alter the earnings of a company active on the
web, therefore it will be worth optimizing the site (and with it the management
of the tags) to maximize revenues.
No comments:
Post a Comment