Website Analytics

Do You Know How Well Your Website Is Performing?

Website Analytics

In today’s high-tech world, there are so many ways to capture, track, and analyze hundreds of varying pieces of data, so where do you even begin? Luckily, there are analytical tools available to ease the headache that big data can leave you with, such as Paxata that produces data cleaning and visualization software. As an added bonus, many of them are free! In this article, we will be focusing on the power of Google Analytics.

Why spend a ton of money on focus groups and market research to understand your customers? There is a wealth of knowledge at your fingertips and it’s 100% free – your website. Your website not only provides your customers with information about your business, it also provides you with a wealth of analytical knowledge. With the help of Google Analytics, you can turn all of this knowledge into higher customer retention, more conversions, and overall success for your business.

I Have A Website, But How Do I Know If It’s Working?

First thing’s first. Before you can start tracking you will need to implement the Google Analytics code into your website’s backend, so that the program actually knows what to track. Once all of that is done, the real fun can begin!

There are a lot of pieces of information that Google Analytics will pull from your website, so the easiest thing to start with is measuring traffic. As a side note, do keep in mind that it will take at least a week or so for the program to pull any useful data after you first implement the code. To start taking a look at who’s visiting your site, how often, through what channel, etc. you will need to navigate to Behavior? Overview. This will give you a very high-level overview of how your visitors are interacting with your site.

The information on this page, and every sub-category underneath the “Behavior” menu option, will explain how many new and returning visitors you have, how they are accessing your site, how long they stay on your site (and each page), which pages they visit, and so on.

Metrics To Get You Started

As we have mentioned earlier, the number of ways Google Analytics can pull data for you is overwhelming, so we will get you started with just a few of the more common metrics that are extremely useful. Here are also a few ways to use Google Analytics when you’re first getting started:

  • Behavior Flow: You’ll want to know what paths your visitors are taking when they come to your site. What information are they looking for and how can you help?
  • Channels: This will help you see where your site visitors are coming from. You can easily check the search queries to see what people looked for when they decided to click on your site.
  • Meaningful Time Frames: It’s also very helpful to use Google Analytics as a way to inform and measure other marketing efforts. Have you done a direct mail campaign recently that shared your website address or a specific webpage? Set the Google Analytics time frame to reflect when the campaign would have taken effect to see if there were notable differences in the amount of traffic and where those visitors came from. This also works around the time of going to a trade show. There we would expect a larger, more national audience, perhaps.

What Does It All Mean?

Once you get all of these basic metrics under your belt, you are now tasked with making sense of it all. This part of the process is highly dependent upon your unique business goals and what you ultimately want from your customers, however we pulled together some common conclusions based on certain pieces of data to give you an idea for how to get started.

  • Extremely high/low bounce rate: When you notice a bounce rate of 100%, this often means that something is not firing correctly with your GA code, or your website isn’t working properly. Same thing goes for an extremely low bounce rate, as well.
  • Low new user count with high avg. session duration: You might be thinking, “Drat! I have barely any new visitors to my site,” but fear not! Many times this metric is paired with a long average session duration count. You might not have many new visitors, but the ones you are getting are spending time actually looking around your site, possibly finding the answers to their questions.

What Now?

When you’re just getting started with Google Analytics, it is also a good idea to make a list of goals. You can then transfer these right into the program and use those to track if your potential customers are actually doing what you want them to, while also identifying potential problem areas of your site. For example, you can tell people are reading your blog, but then they always leave the site right away afterwards. Are you giving them a strong call-to-action? And what if people are visiting a lot of pages, but not for very long per page? When this is the case, your website might be too difficult to navigate. Use goals and goal conversion to help pinpoint exactly where you need the most website work and make sense out of your data results.

As inbound marketers, our goal is to make sure we are providing you with the knowledge to succeed, whether it’s through analytics or conversion strategy. But know that we are also here to help you because we know all of this takes a lot of time – time that you don’t always have. Let us make your life easier by giving you insights and suggestions for how to make your website work for you. Want to chat more? Visit our Contact Us page and get in touch with one of our experts today!

Can you afford new clients?

Can You Afford New Clients?

Can you afford new clients?

With any economic meltdown, businesses big and small go into panic mode. All seem to be screaming the same mantra: “I have to get more customers!” But do you really need more customers?

Maybe You Don’t Need a Rush for New Customers

Getting new customers costs more than retaining current ones. According to a recent report from Frederick Reichheld of global consulting firm Bain & Company, businesses may lose up to 50% of customers over a five-year period. Acquiring new ones is expensive, costing six to 20 times more than retaining existing customers. Businesses that increased customer retention rates by as little as 5% saw a 5%-95% rise in profits. The ROI from customer retention initiatives can be tremendous, which is why businesses may look for digital marketing agencies such as Conversant Media and many more in aims to increase their retention rates and create genuine relationships with valuable existing customers, however many businesses focus on new customers…

So why is retaining existing customers often ignored in favor of obtaining new ones? The lifetime value of existing customers is not always understood. Believe it or not, many businesses take existing customers for granted. That is a mistake. Outside of yourself and your sales force, your best sales people are your existing customers. They know your business and how you treat them. Continually communicating with them demonstrates you care about them after the sale. You could also invest in a product like hr portal that can strengthen client relationships and boost retention while giving clients 24/7 access to the resources they need. If you use products like this then you can help bring in more money from already existing customers without the need to spend it on looking to reach new customers.

Try a Customer Survey

If you are unsure of your customers’ level of satisfaction or uncomfortable approaching them to buy more, consider a simple current customer survey. This inexpensive program can help you find your strengths and weaknesses and help determine who would be a good referral source for your business.

Satisfied customers will be motivated to let not only you, but friends and family, know exactly how they feel about you and your business. These are the customers who are most amenable to offering referrals to your business. But don’t be afraid of any negative response that may come in. Take this opportunity to get in front of any issues and resolve them before they become major problems.

What to Do With the Positive Survey Results

Once you identify your referral sources, begin a formalized referral program. Recognize and reward your customers for referrals and keep them motivated to continually act as your very effective, off-the-payroll, sales team.

Most every business should have a formalized customer-for-life program. Staying in front of your customers via phone, e-mail, postal mail and in person is vital to building the relationship that keeps them coming back. It’s inexpensive to design and implement and will pay dividends in diamonds.

Remember, you are building a stronger relationship with your customers, not just selling them a product or service. Your marketing efforts and customer service should be designed to develop long-term relationships. Turn one-time transactions with a shopper into a fruitful, long-term relationship that benefits both you and your customer.

Guiding Potential Customers Toward Becoming Raving Fans

All customers start out as suspects. Then they became prospects. When they make their first purchase, they move up to becoming ashopper. It’s not until they purchase from you more than once that they become a customer. You start to reap the true benefit – a real relationship — when the customer graduates to an advocate and finally a raving fan!

A typical business might expend 50% of its resources moving suspects to prospects. 35% takes them from prospects to shoppers. 10% takes them from shoppers to customers. The remaining 10% will raise customers to advocates and raving fans. There is a much higher ROI the higher up the ladder your customers go. Advocates and raving fans bring you new prospects.

So the question is not “Can you afford new customers?” but rather “Can you afford not to create raving fans?”