AFFORDABLE WEB ANALYTICS
Web analytics is the measurement, collection, analysis and reporting of internet data for the purposes of understanding and optimising web use
When most small business owners think of analytics they immediately go “Google Analytics”.
Sure, Google Analytics gives you a lot of data in terms of your website visitors but it’s not the be all and end all!
Are you looking at the health of your website, the increase and engagement of your email marketing campaigns, your social media stats?
All the above are critical business numbers you need to keep an eye on if you want to know what you’re doing is actually producing a result.
Why you need affordable web analytics
Spend a ton of time on social media? Invested a significant amount of money in your website? Pay someone to run your email marketing campaigns?
If you’re not reviewing the results of your marketing activity then how do you know if it’s working, and more importantly helping you achieve your business goals.
The affordable web analytics process
A properly set up Google Analytics account is the first step to tracking the key figures that are important to your business.
A correct setup includes
- Restricting your own IP address
- Linking account to Google Search Console
- Demographic and social media integration
- Goal creation
If you provide products and services to businesses you’ll need a CRM (Customer Relationship Management) system to keep track of your enquiries, conversions and sales. There are many on the market ranging from totally free to extortionately expensive – choose your system based on your requirements and budget. One thing you’ll want to consider is a CRM’s integration with other systems – for example email marketing, social media and your finance software.
Some popular ones are
Whether you use a social media tool such as Hootsuite or manually spend time on your social media networks you’ll want to track if what you’re doing is actually producing results.
All the main platforms have their own Analytics tools – make sure you use them to understand
- If you’re gaining new followers
- Which types of content produce the most engagement
- The best times to post
The hard work isn’t over once you’ve hit the send button. Analysing the behaviour of recipients is key to improving your process over time.
Take into consideration
- Open rates
- Click through rates
- Unsubscribe rates
- Hurdle rates
Take your business goals and turn them into trackable KPI’s (key performance indicators). Want to increase your sales? One KPI would be Volume of sales. Want to know how many potential customers turn into customers? That’ll be conversion rate.
Trouble is, all this data lies in a variety of systems
- Google Analytics
- Finance software
- CRM (Customer Relationship Management) system
Set up a single dashboard to monitor all the stats that are important for your business and update it regularly!