You’ve been told you need to gather metrics for your small business, but where do you start? As entrepreneurs, the idea of data, analytics, or even basic metrics often makes our heads spin. We just want to create what we’re good at creating and get sales, right? Right.

But the world doesn’t work that simplistically. With the noise stealing your buyer’s attention today, you need to be more strategic about where and how you show up online. The first step in doing that is to take a pulse of where you’re at today, what your buyers are seeing of you today, and how you’re going to keep that attention momentum rolling. This starts with taking a benchmark of where you are now and tracking how you improve as you make tweaks in your business.

Here’s a solid starting block to start getting insights into your business. Although these only scratch the surface of what’s available, it’s important you focus first on just gathering what’s needed at first before overwhelming yourself with what’s available.

1. Leverage Google Analytics

Google offers a treasure trove of information about what your buyer is doing before, during, and after landing on your website. But, to get that information, you must have your code correctly installed on your website.

Never assume your designer did the installation for you. If you haven’t yet, log in to Google Analytics and check to be sure your website is gathering data on all of your webpages. Here are some of the more critical pieces of data to pay attention to:

  • Referral sources (where are people finding you?)
  • Time on site (how long are people sticking around to learn about you?)
  • Landing pages (which pieces of content are most popular with your buyer?)
  • New vs. Returning Visitors (this is similar to the warm + hot leads data point found in MemberVault)
  • User Demographics
  • Pages per Session (how much digging are they doing on your website?)
  • Exit pages (where are you losing your buyer’s attention?)

2. Take Empathy Seriously

Empathy mapping is one of those exercises that gets a bad reputation because it feels so superficial. Traditionally, you’ve been required to play a guessing game about who your buyer is and what they’re thinking, feeling, saying, and doing. 

Today, we have the data at our disposal to turn that exercise around and make it more actionable. Pop open a Google Doc and start jotting down notes from the conversations you’re already having with customers or seeing happen in your industry. Look at places, such as:

  • Your inbox
  • Facebook groups
  • Frequent requests your target audience makes of you
  • Answers to quiz questions asked inside your course or to your email list
  • Feedback you receive in reviews or after delivering a product

3. Watch for Trends in Your Email Analytics

Being let into someone’s inbox is like being given the golden ticket. You have prime real estate to drive a message home to your audience. Better yet, you have a stellar opportunity to see what’s hitting home and which messages are falling flat. Open your email service provider and look at the following:

  • Open rates: Notice a theme on which emails are getting opened over others?
  • Click-through rates: Is your audience clicking through to engage with you, and if so, when? Look for patterns.
  • Conversion rate: How many people clicked through and then took action?
  • Unsubscribes: Which emails are making your audience flee and which emails are keeping your audience around?
  • Bounce rate: How many people were unable to receive your email?
  • List growth rate: Are you attracting new eyeballs regularly?
  • Forward rate/email sharing: How many people post on social after sharing or forward to a friend?

Got It. What’s Next?

While a document is a good place to store this information, what makes it actionable is the ability to weave each nuanced touchpoint together to tell a stronger story. In doing so, you’re able to identify quick areas of opportunity and track progress as you move through your business.

Enroll in The Focus-Driven Journey now to keep learning how to simplify the data you just gathered by visualizing it in a simple pre-built spreadsheet — available for you to copy and start using as soon as you join the course.

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