It is wiser for small and midsize businesses to have a
website and use digital marketing as a mean of gaining visibility in the eye of
targeted audience. Usually business owners are busy running their business and
cannot get into the details of marketing. Thus, they know very less about how
traffic is reacting on their website, what is going good and what is needed to
be changed in order to increase the overall revenue.
Business owners frequently hire companies or consultants
that offer digital marketing services and work with them so that they can get
better visibility against the targeted key phrases in Google and other search
engines. Aside from the progress report provided by marketing team, I believe
business owners should be well-known with the analytics of how their website is
performing in search engines and what he should do in order to amplify business
visibility and to get noticed by the targeted audience.
So today I decided to talk about few of the simple yet significant
features in Google Analytics that can give business owners a strong indication of
how audience is reacting to their business, what needs to be changed.
Business Conversions
Conversion tab is one of the most significant areas for
business owners as this will tell business owners about how many people are
reaching to the contact form and exact number of leads and conversions.
This tab also indicates the amount of sales that you have
generated in the current month and comparing option can tell you the variation
of sales rate from the previous dates.
The reason why this option is so important for business
owners is because a continuous increase in sales is something what they are really
looking for at the end of the day. This is also significant because usually
business owners make future business strategy keeping their current sales ratio
in mind.
This is the 2nd most important option for business owners as
it gives them a strong indication of where to invest in the next phase. Traffic
sources in Google Analytics let business owners to see what channels are most
powerful and allowing most targeted traffic to land on their website.
This feature also tells them about correct proportions of
traffic coming through varied sources such as search engines, referral websites
or directly so that one can have complete stats in hand to make decisions about
further dividing their marketing budget for different online marketing
channels.
Similar to Traffic sources, traffic location in Google
Analytics is quite necessary for a business person to plan his business and marketing
strategies for the upcoming months.
Traffic Location at one end tells about where the traffic is
coming from and which area is bringing in some solid leads and sales. On the
other end it indicates potential locations that you can invest in future.
For instance, if you are getting good amount of traffic from
United Kingdom however, you might be getting less visitors from United States
but more sales and leads. Then it indicates business that United States is the
sweet post for their business and investing in US locations will increase their
traffic as well as would have a positive effect on leads and sales as compared
to UK which tend to have more traffic but less leads.
This is one of their features that most businesses either
miss or do not believe as important and in any case they are avoiding one of
the significant features that can help them take smart business decisions.
The idea is to see what technology that traffic is driving
through your website, which can be various browsers like firefox, chrome,
safari or mobile devices like iphone, android and others.
Check your website in every browser as well as dissimilar
devices and see if it is well-matched to all the devices and browsers in case
it is not make sure website is friendly to all.
If most of your power visitors are coming from mobile
devices like iPhone or Android, it is smart to think about creating a mobile
app that will help business to boost its revenue.
This feature is usually handled by webmasters but business
owners should keep a keen look on it as this feature contains some essential
business information that they can find within.
The idea is to list down the pages from where most people
are leaving the website and then see if there is any service page (or any other
important page) that is listing in the top most exit pages. In case of yes,
business owner can make a decision if they need to invest in revamping pages or
find an alternative of it.
In the era where Internet and online platforms has become necessary
for businesses, business owners should need to look in to these above given
matrices and data in order to get better insight of their investment and take
smart business decisions instead of only relying on assumptions.
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