What superpower did you want when you were a child?
For me, it was always to be a mind reader. I wanted to know what people were thinking all the time. I wanted to be that girl who always had the perfect witty comeback, could know when I was being checked out by the boys (or when I wasn’t – boy, that would’ve saved me some embarrassment), and the answers to all my teachers questions.
Sadly, the mind reading capabilities never quite made it my way. But I found something that comes close – the world of analytics and metrics. Online, everything is trackable and calculable. Here, marketers get access to big data, small data, and everything in between. We’re able to see what people are doing, thinking, buying, selling, you name it. It’s a whole world of exciting information ready to be tapped into.
And it’s not as creepy as it sounds.
Metrics give meaning to your marketing. They’re the facts behind the creativity. They’re what turn this art form into a profitable, lucrative, delicious money-maker for your business. Without them, you’re playing a guessing game. With them, you’ve got the power to deliver an incredible customer experience without ever having to admit you’re spying on your buyers.
Remember a few days ago when I strongly recommended you get Google analytics (or at least get access to it) to improve your local business Internet marketing? Now, you’re going to see why.
Here are the top five customer experience metrics to monitor on your site.
How did your customers get on your website? How did they find you?
To see which websites (including Google) are referring you business, click on Acquisition -> All Traffic -> Referrals.
Here, you’ll see how many people found you organically (meaning, not in a paid way) on Google, on social media, or on other websites.
This is important as it tells you what your potential customers are doing before they learn about your business. If you’re advertising on Facebook or a local newspaper website, you’ll want to know how effective your investment is at driving business. This is where you look to find that answer.
2. Mobile vs. Desktop
For local businesses, understanding where a customer is physically while researching your company is equally important. Is she on her mobile device? Or is she in front of her desktop computer?
To find this, click on Audience -> Mobile -> Overview
50% of mobile users are likely to visit a store after conducting a local search, according to Search Engine Watch. If you’re not seeing a lot of mobile traffic, you might not have your business listing on Google set up correctly. Another reason is your website design. If it’s out of date and not responsive, Google won’t rank you as high on search results, and will rarely put you on the first page. You can check if your website is responsive here.
Google is getting very picky about this. Non-responsive websites are a chore to navigate. They make the experience burdensome. Google doesn’t want to send people to a challenging website, so they rank you lower.
3. Bounce Rate
Once you have someone on your website, you want him to stick around. You want him to explore, get to know your business and eventually contact you to buy. If your customer is landing on a page and then leaving again right away, you’re missing out on a potential sale.
The bounce rate is shown on your dashboard when you first login to Google Analytics. This number should ideally be between 40% and 60%.
If it’s high, it means that people aren’t reading the other pages on your website and instead, are leaving again quickly. To get this rate lower, you’ll want to include numerous internal links to relevant pages to guide your readers to other pages. Don’t leave it up to them to find your best content. Improve the customer experience by steering your readers in the right direction.
4. Average Session Duration
Another indicator of how people feel about your content is the amount of time they spend on your website. A session is what a person does or sees while visiting your website.
This number is found on your dashboard next to the bounce rate.
It should be high. The higher the number, the more engaged and interested your customers are in your content. If it’s lower than :30 seconds, you’re not giving your customers a good enough experience or reason to stick around. Add more content to beef up your pages and get people interested in your business.
5. Users Flow
Want to really dig into the minds of your website visitors? Check out the users flow chart.
To find this for your website, click Audience -> Users Flow (at the bottom).
This flow chart shows you where your visitors are coming from, which pages they start on most frequently, and which pages guide them to click further. Chances are your home page is the one that sends the most people onward to learn about your business.
This information paints a picture of the experience your customer is having with your website. It shows what he’s interested in when he arrives and which calls-to-action spark his interest even more. If there’s a specific drop off point, you might want to revisit the copy on that page.
Did you miss the other 12 Days of Christmas? Catch up on reading more local business marketing tips here.
- Day 1: Local Business Marketing Tips for 2016
- Day 2: How to Drive Traffic to Your Small Business Website
- Day 3: How to Get Your Business Listed on Google
- Day 4: Four Easy Copywriting Tweaks to Instantly Make You Sound More Appealing