We have a question for you: How do customers or donors use your website?
If you run an E-commerce website or are a non-profit that accepts online donations, the success of your campaigns rely on your answer to this question.
Chances are you have a marketing budget and are spending it on getting the word out about your product or cause. Your go-to call to action is probably, “Find out more on our website!”
However, if you don’t know how customers and donors are using your website, you’re missing valuable information!
Utilizing website analytics correctly, even if it’s the free version of Google Analytics, will help you do the following:
1. Find potholes in the process- !!!
Make sure to answer the following questions:
- Do you have an attractive checkout, cart, or donation widget: Is it eye-catching and in the appropriate place on the website?
- Does your donation or cart process make sense? Is it easy to use and understand?
- Do you have unnecessary questions or steps that cause users to drop off?
Remember, never stop testing your checkout and donation flow; there could be a pothole in the road. Be sure to test it on different browsers and platforms; you want to make sure it’s compatible on every browser, every time.
2. Segment customers based on behavior- $$$
As our in-house analytics specialist, Dan Antonson, says, “Analytics is ALL about segmenting.” Dan says setting up analytics alone isn’t going to help you capture the data needed. It isn’t until you segment (not just by demographics) out your users, that you can drill down on the profitable ones and find new ways to reach them. Follow these three steps to pinpoint your most profitable customers:
Step 1: Separate your users into identifiable segments.
For example: (direct traffic + direct search = people that know of your website and visit on purpose).
Step 2: Compare and contrast your segments in terms of traffic, time on site, visitor flow, conversion rate and profit potential.
Step 3: Now that you’ve identified your most profitable segments, you can create campaigns designed to increase the conversion rate of those segments.
This will make sure you’re spending your marketing budget in the smartest way possible. The hardest part of this process is creating meaningful segments.
3. Track Traffic Sources/Events- >>>
One of the great things about online marketing is that you can track almost anything. If you send out a monthly newsletter for example, you should know how much website traffic that newsletter accounts for. If you send out an email blast once a quarter, you should know how many leads you get from it.
When spending money on marketing, you want to know what you’re getting for your money. Analytics helps you answer that question.
If you have any questions about how you could use analytics to better understand your website, give Tyler Olson a call at (952) 232-5172 or email him at [email protected]