Are you seizing the data?
Many small business owners have implemented a tool, such as Google Analytics, to monitor their web traffic. If you are one of those who have a tool in place I am so glad.
The important question is…are you using it to make critical marketing decisions? If you are not using it to review your performance and make revisions to improve your website and traffic flow then you might as well uninstall it.
If you don’t understand how to analyze and apply the information then educate yourself. Here are a few ways to educate yourself on how to review web analytics.
- Look for the help feature within your package
- Educate yourself on key terms related to web analytics
- Read blog posts from marketing professionals (click here to read my posts on the subject)
- Google it! – there are many tutorials, blog posts, YouTube videos, etc. that can help you understand analytics data
- Consult with a marketing professional who understands web analytics
Using a web analytics tool to measure the performance of your web site is a key element to its success. As always, review your metric and revise as necessary.
p.s. Google Analytics is not the only quality web analytics tool. However, it is one I recommend for small business owners.
Are your web site visitors bouncing like Tigger?
As a small business owner it can be overwhelming trying to figure out the alphabet soup that goes along with web analytics. Understand key terms and their implications can dramatically improve the performance and value of your web site and web site traffic.
A critical measurement when looking at your website analytics is the bounce rate.
Bounce Rate: A visitor comes to your site, does not see what he or she is looking for and immediately leaves your site to go somewhere else.
The good news: Every web site has bounces. Many times people stumble upon a site they did not intend to visit.
The bad news: The higher the bounce rate the more likely there is a problem. Unfortunately a high bounce rate could represent any number of problems.
A high bounce rate could mean one or more of the following:
- The page your visitors first see (landing page) is poorly designed
- The landing page has too much copy
- The website has confusing navigation
- Technical issues with the landing page
- Poor keyword selection
- Poor quality traffic (there are several reasons this could occur)
- A handful of technical issues
As with any other metric bounce rate cannot be analyzed in a vacuum – it must be measured taking many other factors into account. The important thing to remember is that using a web analytics tool to measure the performance of your web site is a key element to its success. As always, review your metric and revise as necessary.
If you need help – please consult your marketing coach. They can help you navigate the terms and their implications so you can focus on your business.
Always working to bounce low…
It’s December 3, 2010. Have you written your marketing plan for 2011? Did you review and revise your 2010 plan to make it more effective at some point throughout the year?
There are many different places I could go with an opening paragraph like this. Today I am going to focus on the opportunities small business owners miss if they do not have a marketing strategy.
Many small business owners tend to think they don’t need a marketing strategy. Many more believe that to have one it must be a massive effort that takes a great deal of time and money.
Without a marketing plan or strategy here is what you could be missing:
- New clients
- Additional revenue from existing clients
- Additional web site traffic
- Opportunities to hear from, and learn from, your clients
- Opportunities to build your brand
Is a marketing strategy a key element missing from your organization?
Food for thought..