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Basics Simplified For Your Online Business! ( Google Analytics )

Google Analytics is a well heard and known term, especially amongst e-commerce businesses and entrepreneurs. It is important to understand your customers’ behaviour, habits, activity and their perception about you. Quite often, great statistics and numbers are posted by online businesses. Have you wondered where do they get these insights without meeting their customers personally? In this post get all your queries explained about google analytics.  

What is Google Analytics? Why you need it? 

If you owned a physical store your customers’ behavior your customer behavior and choices can be clearly observed by you. In case of online businesses like yours, customers, their behavior, and valuable insights are provided by google analytics. 

These valuable insights available at your fingertips include: 

  • Your site interface  
  • Customer behavior  
  • Where do they come from, etc. 

You will get the most out of this post if you have set up google analytics for your website. Quick and easy setup steps are mentioned below.    

Step 1: Go to google analytics, create a new account, choose a website and fill in other required details.  

Step 2: You will get a tracking ID for your tracking code. Which will more or less look like –  

Step 3: The above code needs to be pasted in the next window, go to settings, turn on the e-commerce tracking feature and click on save. It might take 24 hours for google analytics to start collecting information.  Once your account is active you can start viewing business reports.

Welcome to Google Analytics Dashboard! 

Note: Here you only see the big picture and not the underlining currents which contributed to the reports.  

In order to make quality business focused decisions all need to look at is –  

These tabs appear on the left panel of your dashboard. They need to be your main focus points at first. You will be more confident and pro to surf other reports in analytics once you master these basic ones. Before you go deeper in the reports, remember to set desired date correct on the top right corner.  

What do these reports mean?  

Real – Time Report  

*Information in the image is blurred for privacy purpose. 

It simply projects all activities happening on your site. It is a great tool to monitor website traffic in depth – who is on your site at that very moment, their geographic location and pages they are browsing.  

A real-time report is mainly useful for pulling out the email, blog, social media or campaign performance. Also, for tracking them on the spot impact of traffic on your site. You can utilize this information to make better marketing and promotional decisions for your business.

It tells you more about who is on your website. This report provides in-depth insight into the age, gender, geography, language, device used (desktop, mac, mobile, etc..). You can figure the total number of visitors on your site (sessions), new & returning users.     

Simple terms explained:  

Sessions: A group of on-site activity a user makes within a given time span. A single user can open multiple sessions at the same time.  

Users: Total unique visitors to your site. There are two types of users: new and returning. Google analytics creates a unique id for every new user (desktop, mobile, etc..). Thus if your id is 01 you are a new user (desktop). If you go back to the same site again then you are a returning user. But if a different device is used (mobile), then your id will be 02 (new user).   

Page views: It is the total number of pages viewed (loaded or reloaded).  

Pages/Sessions: The metric page per session is the average number of pages viewed in a session.  

Avg. Session Duration: It refers to the average amount of time your visitor stays on your page.  

Bounce Rate: Percentage of visitors who view only one page of your site within a stipulated time period. There is no further activity performed by the visitor which leads to session expiry.   

You can change or add segments as well in this section. By adding an additional segment you are opening your analytics ground a bit more by comparing two segments. For example, you can compare people who bought your product and people who didn’t buy the product in order to understand the difference between them.  

You can make use of this information to: 

  • Understand people from which country, state and city are viewing your website and are interested in it. This will help you to cater to these specific audiences by creating campaigns or communications meant for them. For example, shipping costs, sales, and so on.  
  • As you know which device (mobile, desktop, android, mac, etc.) is popular amongst your audience you can optimize your site accordingly.  

Acquisition Report 

This report projects how your visitors and users found and arrived at your website. From where did they arrive at your website? Which other sites got them to yours? What distribution strategy is working and what is not is highlighted here. Apart from acquisition overview, Referrals helps you to understand which pages and domains are linking to your store and directing traffic.  

Behavior Report 

The behavior report tells you the improvement areas in your content and how your visitors are reacting to it. Bounce rate, page load time, unique views are captured here. This report will help you improve your customer experience on your site thus increasing conversions.  

Conversion Report 

The Ecommerce tab under conversion is the reason why you turned on the Ecommerce tracking initially while signing up. Here google analytics tracks your product, transactions and time of purchase on the basis of the information it receives. These insights help you understand which product is liked by and suited for your customers. 

Google Analytics for Campaigns 

One of the most important things to track in analytics are your marketing efforts in the form of campaigns. So how do you track your campaigns? With a link! 

Google analytics facilitates you to quickly create and automatically track campaign specific special URL. To track campaigns automatically all you have to do is log on to Google’s campaign URL builder tool.  

You need to paste your website link and provide some relevant information asked. Once this is done, Google provides you with a complete trackable URL. This URL can be used wherever you wish to promote your product or site. Google will automatically recognize the link and track all the actions performed by the user. These searches can be viewed in the Acquisition – Campaigns tab.  

Most people find google analytics very difficult to use because of jargons and complex terms used in reports. However, understanding simple basics of your business and audience is utmost crucial to growing your business.  

 

Inbound-Marketing

Inbound Marketing: A Cost Effective Way for Small Businesses

Marketing strategies, techniques, trends and methods have changed rapidly and for the better over years. These changes have expanded the horizon of inventions in this space and has strengthened the customer-brand relationship.

While deriving the term ‘marketing’ from a Latin word ‘ mercatus’ nobody knew that this strategy would be so important for every brand as it is today. Dating back to the1900s, promotions happened mainly in form of pamphlets, display and announcements. These methods were used to create awareness about particular events happening in towns or for introduction of new commercial goods like fruits, vegetables, beauty products and so on. Marketing can be divided into several types but if broadly classified it is mainly of two types – Outbound and Inbound.

What is Outbound Marketing?

If observed closely it includes all forms of traditional tactics  namely; print ads, television, radio, newspaper, trade shows or exhibitions, direct mails amongst others. Analytics project the efficiency of outbound marketing to be limited to certain set of audiences and is not technologically savvy. Here a lot of assumptions are relied on.

  • Audience are based on a wide spectrum of profiling. Thus X amount of money spent here, doesn’t boost conversions as expected or to the mark.
  • As outbound is mainly traditional, it doesn’t include the new forms of technology platforms like social media, digital, mobile and so on into its radar. Hence, leaving behind a major chunk of audience who undoubtedly are the future.

What is Inbound Marketing?

Inbound marketing also largely known as content marketing involves everything that ‘outbound’ effortlessly looks over –

  • Blogs
  • Social media channels
  • Search engine optimization (SEO)
  • Email
  • Webinars
  • Infographics

It rightly focuses on the new age media and promotion mediums where the profiled audience spend most of their time today. Unlike outbound, it doesn’t ask for attention aggressively. It is carefully segmented and targeted. It awaits to be found by its audience to offer valuable inputs and insights in exchange. In simple words, it is a source of free traffic.

inbound-marketing-graphic

Benefits

By incorporating inbound marketing, small business can:

Reach Relevant Audiences

Displaying huge billboards and distributing ads in public dailies will not be as effective as online ads. This is because your audience viewing billboards would not be targeted intentionally whereas, your targets would be active on some social media sites. With micro targeting, you can reach out to specific audiences who can understand your brand and your valued offerings.

Save Huge chunk of Money

One half page print ad can cost you a fortune and now just imagine getting your product out in the market in every daily possible! You can turn the tables around and earn a fortune by just including this strategy in your promotional plan. Though it takes more effort than simply buying a newspaper ad, its per lead costs run way lower than traditional marketing.

Increase Search Organically

In order to get listed on Google’s first page, coming up with relevant and fresh content is a must. When you produce search optimized content on regular basis and receive social media attention, your ranking will shoot up. Choosing apt keywords is crucial.

Prompt Business Decisions & Actions

Using inbound you will get quick and on the spot insights of how your online or digital campaign is performing. Depending on these results as the owner of your business you can take prompt actions to change or enhance your campaign for better business.

Build Loyal Customers

People will like, share and purchase your products or services if you interact with them constantly by putting new products, offers, coupons, discounts and providing exceptional customer services. Time and again it has been proven that customers who are linked to your social media handles are more likely to be loyal. Denote the above as benefits or hacks to increase business, inbound marketing is the type to opt for. You might be the owner of a small, medium or large business, these benefits apply successfully to all.

business websites

Why do businesses need a website..?

           Today, more and more consumers use the internet to search for the products or services they need. Your business will gain credibility by having a website. Without one, potential customers will go to your competitors that do.

           If you already have a website but it is “home-made”, having it professionally redesigned will provide your business with a professional image which will inspire even greater confidence. For home-based businesses, this is particularly beneficial since you do not have a store front to promote your products or services.

#1 – Online brochure

Companies spend millions creating brochures and distributing them. By having a website you can skip that entirely. Your potential customers can find out about you and any of your products online. If you get most of your business through networking and personal connections, then they will want to check out your website.

#2 – More customers

More than 2.4 billion people use the internet every day, and some 90% of those have purchased something, or contacted a company, online in the last 12 months. So by not having a website, you will be missing out on a big piece of the pie.

#3 – Builds credibility

Nothing is more important than the ability to be found. If you don’t have an established online identity, then customers can’t find you. Not showing up in the search engines (or on the Internet at all for that matter) is one of the fastest ways to lose credibility as a business. It makes you and your company look dated, out of touch and untrustworthy.

Even if you’re fantastic at word-of-mouth marketing, you could be missing out on a ton of referrals. Happy customers are quick to share what they think about your business, but what about their friends who haven’t experienced your services yet? They’ll take to the Internet. And when they come up empty handed, you’ll have missed your chance for brand new customers.

#4 – Influence

By having a website potentially thousands of people are going to see it. You are able to influence people’s decisions and educate them. You know that great feeling you get when people recognize your work? Well, by having a website you can show off what you do and take pride in your work.

#5 – Helps with business goals

That’s right! When it comes to writing the content for your website you are going to revisit things about your business that you haven’t in years. You will most likely reassess your business goals.

#6 – Always accessible

A website is available to both your regular and potential customers 24/7/365 providing them with the convenience of reviewing your products and services when your store or office is closed. With today’s busy lifestyles, this is a great selling point when making a purchase decision.

#7 – Make it possible to target a wider market

Whether you provide products or services, your website will provide an alternative location to sell them. As a retailer, a website (eCommerce) is a great place to sell your products to a wider market; even services can be made available globally. Don’t think you’ll be able to sell your products or services online? Don’t forget, even cars and houses sell online!

#8 – Gives you a voice

Have you ever been in an argument with someone and said “Well, I have written an article about that on my website, and actually, that isn’t the case.” It feels great! For some reason people don’t want to argue with you if you’ve written about something on your website. It also gives you a place where you can voice your opinion without judgment. If someone leaves you a comment you don’t like you can just drag it over to the spam folder.

#9 – Provides a medium on which to showcase your work

No matter what type of business you’re in, a website is a great place to showcase your work. By including a portfolio or image gallery, as well as testimonials about your work, you can demonstrate what makes your business unique.

#10 – Improves customer service

Maybe you sell environmentally friendly products and would like to share tips on how to recycle, or perhaps you’re an accountant and want to give your clients advice on how to simplify their bookkeeping practices. By including a FAQ page, adding articles or uploading newsletters to answer all your customers’ questions you can keep them up-to-date. What better way to provide them with value added service than by sharing information on your website.