What’s the difference between a “web guru” and a “media hero”? A web guru will try to tell you the ONE secret to growing your website traffic(for a hefty fee, of course) without caring if the tactics are right for your site!
At Media Heroes, we’re more about giving you the info you need to find YOUR digital strategy – and then helping you make it happen. When it comes to digital marketing one size DOES NOT fit all; every business and every blog has unique properties to offer, and should be marketed accordingly. In fact, simply following or copying an “in the box” strategy could be what’s holding your website growth back.
What you don’t know about ecommerce (and how to find out)!
If you want to grow your website traffic and sales, you first need to understand what the “nuts and bolts” goals are for your website type. For ecommerce websites, the real value of Google Analytics is in those bottom tabs – the ones that too many store owners ignore! Google Analytics can be daunting but if you’re selling products online, you must know the tools in order to better know your clientele.
Increase traffic and sales with these tools
Each ecommerce platform has big advantages and disadvantages. While one might be able to streamline your inventory and postage, it may be terrible for SEO. One might allow you to upsell and easily remarket to your audience, but have terrible inventory challenges.
Five Vital Google Analytics Features You’re Ignoring…
Google Analytics is all about you! Too many store owners use Google Analytics to track their website’s progress, not their business progress. It’s true. If you’re an online store owner and you’re mainly tracking unique visitors, visit source and maybe a goal or two, you’re not doing it right (sorry)!
Google Analytics has so many features to help you increase sales that you should spend a few days getting your GAIQ accreditation. The metrics you’re monitoring are likely all useful but they’re nowhere near the full story! The vital features you may not be using are:
#1. Full Ecommerce Tracking
If your ecommerce platform is one of those that doesn’t communicate well with Google Analytics you may be tempted to just revert to goals to track sales. Besides missing out on a lot of data, there’s the issue that Goals and ecommerce conversions are tracked differently. Your ecommerce when set up will track individual sales and trigger every time a user makes a purchase, even if they purchase twice in the same session. Goals on the other hand only track one action per session. For example, you sell ebooks for $15 each and a single user downloads five of your ebooks at $15 each. If you have a full ecommerce set up, you’ll track every single ebook purchased in a session. If you only use Goals to track purchases, you’ll only see a single purchase of $15 for that session. You may need to talk to your web developer about full ecommerce integration. If you have a Media Heroes website, talk to us!
#2. Multichannel Funnels
This is where you can track where your brand “touched” a buyer before they made the purchase decision and clicked “add to cart”. This means if someone first clicked through from a review site, and then liked you on Facebook, signed up for your newsletter and then clicked through and purchased… you won’t just think “wow my newsletter rocks!”. You’ll be able to see that in fact, your Facebook presence is really the key underlying factor in all your sales. It just takes a newsletter or review to push the purchaser over the edge! To learn more about this, check out this video on YouTube.
#3. Attribution Models
Get real insights into marketing investment. This is where every “touch” in your multichannel funnel can be assigned a “dollar value”. This requires a thorough understanding of your accounts and sales figures. You can however place a precise dollar value on your marketing activities. This is vital for Adwords PPC spends and other marketing activities. Say you hired a Social Media Manager. You expect a return on your investment but you don’t see a sudden groundswell of sales. You’re just about to fire her and bam, you can see that in fact, her social activity has started contributing to plenty of sales – you can put an exact dollar value on what her work is worth.
#4. Site Search
Tracking data entered in the “search box” on your site gives you unique insights into your audience’s needs and language. This can help you better target keywords and can also show you what people want from you and how happy they are with what you’re delivering. Site search can be very simple or a bit tricky to set up – learn more here .
What is the industry as a whole doing that you’re not? What are you doing better than similar companies? By enabling Benchmarking, you’re able to gain insight into how your site is doing compared to others in your industry. Obviously it’s not a definitive guide, your business is different to every other business BUT it will show you where you may be missing opportunities!
Google Analytics is full of actionable tools to help you grow your website traffic. Unfortunately, for many ecommerce users, it’s one of those things parked on the “too hard list”. Many of us prefer to sit in our comfort zones, working with monthly visitor numbers rather than truly going deep and understanding our business and its online presence. By getting your head around a few of these tools, you’ll start to notice some vital patterns in your web traffic… and some big improvements in sales!
When you make a commitment to grow your web traffic, you’re really committing to the long term success of your business. Whether visitors convert straight away, or simply let your branding sit at the back of their minds somewhere until they need you, you have caught their attention.
Need help to grow your website traffic? Contact the Media Heroes Ecommerce Brisbane team today!