If Covid-19 has taught us anything, it’s that businesses who are prepared for online sales and traffic are more likely to weather the pandemic than others. As entrepreneurs begin to open retail locations across Canada, this reality will hold. Online sales are taking a bigger piece of the retail pie, and it is important that entrepreneurs and small business owners are prepared to adapt.
There’s an old saying in digital marketing — if it’s important, measure it.
This comes down to knowing what you want your website to do. In other words, what are your website’s goals?
A website normally addresses a business need beyond awareness and brand projection. Perhaps it’s generating sales leads for your products or services; or downloading whitepapers to grow a subscriber list; or generating greater blog engagement—the point is to determine that need… and then to measure it.
One of online marketing great advantages is the ability to get statistics quickly. The numbers enable you to act both strategically and tactically, with valuable nuggets of insight that show how well your website receives its visitors, identifying how to keep those visitors engaged, and moving them into your website’s conversion funnels.
The best results come when the website is already set up to measure the right things. But data is plentiful, and the story can get lost down a number of wayward paths. The trick is to work backwards through specific tracking and from pre-determined goals.
Beyond the creation of the modern search engine, and among Google’s suite of online tools, is a notable nugget of value—Google Analytics—a free analytics program that can easily connect to your website and track its performance. It is this accessibility to such a powerful tool that makes website measurement so readily available.
Tracking your website’s total traffic is a key step. By doing so you clearly see if your site is receiving traffic or not, when this traffic arrives to the site, and importantly, whether this traffic is qualified and inclined to be receptive to your content and website actions. In Google Analytics this is called ‘sessions’.
Of all the traffic your website is generating, how many of those customers visited just once? Through first-party cookies Google Analytics can differentiate between the total traffic your website receives and the unique visits within. This knowledge is valuable because it tells you how well your website can attain repeat visitation, demonstrating how a site remains valuable to its audience over time. In Google Analytics this is called ‘users’.
Not all traffic enters a website in equal measure. Maybe your ad campaign drives the most visitation, or it might be your organic social efforts. It is important to know which form of acquisition performs best because it enables you to understand and capitalize on your customer platform preferences. In Google Analytics this is called ‘acquisition overview’.
Knowledge of your acquisition channels can be taken a step further. Follow these pathways to determine how well particular channels achieve website conversion goals. It is at this point that industry standard conversion benchmarks can be identified, quickly telling you if your efforts are meeting expectations, underperforming, or wildly surpassing conversion expectations.
In 2019 Google moved wholeheartedly into the mobile-first world by indexing the mobile versions of websites. It was a response to the fact that most people now interact with the Internet through mobile devices more often than desktop computers. But every audience is different and measuring the performance of mobile and desktop, especially related to your website goals, is crucial.
With device data in-hand you can begin to truly respond to your customer within the web environments they choose. In turn, your website becomes a good experience, encouraging customers to move through the website and into your conversion funnels – meaning increased revenue for your business.
Do you need help driving better conversions on your website? Visit VentureOn.Digital to learn more about our rapid digital packages.
Arlene Dickinson on Eat North
10 books entrepreneurs should read this May Long Weekend
We understand entrepreneurs because we think like them. We understand the passion, dedication and courage it takes to be an industry leader and we’ll do whatever it takes to make your business vision soar.
Get in touch