A client needs monthly reporting on website performance.
Use a Logo – Branding Adds Credibility
Adding your logo lends credibility and professionalism to your reports. It indicates your company or department has put time and attention into the results and stands behind the data and any recommendations that may be contained in the report. You may think of your logo as an official seal of approval on the report!
Logos are particularly important for reports that you send out regularly – like a monthly update to a client or boss. The logo reminds the reader that the report contains the important information that they requested in order to manage specific business objectives.
With Megalytic, there are a couple of ways to add logos to a report.
- Default (or company) logo
- Per-report logo
Either way, the logo appears on the cover page (if you have one) and on the fixed header at the top of the HTML version of your report. This document provides more detail on where the logo appears in Megalytic reports.
If you need to use multiple logos on different kinds of reports, Megalytic provides a logo library feature that keeps the logos organized and enables you to select the necessary logo with a single click.
The branding provided by a logo reminds the reader that the report has been specifically prepared for them, by you, and that the charts and tables have been specifically selected to convey important information. It reminds the reader of the value you have added as an in-house analyst or agency.
This video shows how the logo in the header of an HTML report enhances the quality and professionalism of the report.
Header with Logo in a Megalytic HTML Report
Add a Cover Page
Along with the logo, adding a cover page improves the aesthetic appeal of the report but that’s not its only value. A cover page also serves as a valuable introduction to what follows, summarizing the key insights contained within the report.
You should include a cover page, because it provides the reader with important context to help them interpret the data contained in the report. Without a cover page, the reader is forced to dive right into charts and tables of numbers. Not only can this be confusing, but it forces the reader sort everything out for themselves. The goal of your cover page should be to summarize the meaning of the data in the report and provide a roadmap for interpreting that data in the context of their business.
This cover page, for example, not only looks professional, it provides important summary information that helps the reader to understand the rest of the report. A good cover page summary does not simply highlight top-level statistics, but provides explanations about what these numbers mean and context to help interpret them.
In this cover page, you learn numbers and the facts that go with them, such as:
- Online Reservations increased 59%. One reason for the big increase is the promotional efforts underway with hotels.com.
- California is the region producing the most reservations. The increase is attributable to work with local travel agents.
- Google search has become the largest source of traffic. This is good because it means people are aware of the brand and are searching for it.
- The results from social media traffic are disappointing because these visitors are not making many reservations.
- Mobile traffic is increasing and presents a challenge as the website design needs to be updated to provide a better reservation process on mobile devices.
Megalytic makes it easy to add cover pages to your reports, as described in this support document. You can use Megalytic’s cover page editor to create your own cover page design, or you can upload your own image file (perhaps created in Photoshop) and use that as the cover page.
An example of a cover page created from an image is shown below.
White Label Email Address
For some organizations, it is important reports are emailed out from a company-branded email address, rather than appearing to be an email from a third-party tool.
Megalytic supports white label email addresses through a simple form on the Manage page of your account.
There is some domain setup that needs to be completed in order for Megalytic to send out emails on your behalf. Detailed instructions are provided in the support document: White Label Email.
Annotate Your Report with Custom Text
One goal of white label reporting is to show your audience you have taken the time to prepare a report specifically for them, and not simply handed over a stock document that contains generic statistics.
You readers want to see that their report contains specific data that applies to their specific situation. One of the best ways to show that is to annotate your report with custom text.
In the example below, the chart shows the number of trial accounts generated each month. This data is personalized by adding a small amount of text beneath the chart to describe the trend and how the company expects growth to play out in the months ahead.
Megalytic provides an easy-to-use Notes widget that enables you to add these kinds of annotations throughout your reports.
Customized Charts and Tables
Perhaps the most important aspect of producing professional reports is including charts and tables customized to the needs of your audience.
For example, you need to create charts like the one above that shows the trend in monthly “Trial Accounts” because that is what your reader cares about. He or she is probably not interested in a generic chart showing the growth in all Goal Conversions tracked by Google Analytics. They probably want the chart title to reflect the name of the metric being tracked – as shown here “Monthly New Trials,” rather than something generic like “Goal Completions.” The same is true for the axis labeling.
When you cut and paste from a tool like Google Analytics, you cannot control the labels used for series and axis names. Megalytic, on the other hand, enables you to customize almost every aspect of the charts and tables generated. This flexibility enables you to produce charts and tables that provide data using the same language your audience uses.
White label features are not just about making reports look good. They enable you to provide data in a format that is most relevant to your audience. When your audience is more comfortable reading your report, they are more likely to understand the data being presented and to appreciate the value of your work.