As a business owner you know how important it is to track key aspects of your business. However, most florists are not comfortably familiar with reading and understanding website date, or knowing which data points are more important than others. If you are not tracking the most critical metrics, you will have no way of knowing how your site is handling and responding to the constant flux of Internet traffic.
With that in mind, here are several metrics that can be easily tracked through Google Analytics:
Leads Generated – Leads are everything in marketing – who else will you sell to? This has always been an important metric, online or off. Leads are people whom we have contact information for and perhaps know something about their taste in flowers. We are ready to nurture them for support. Tracking leads can be as simple as setting up Goals for online form submissions, or you can take a more complicated approach with call and event tracking.
Percentage of Leads Converted – Converting leads into customers is the name of the marketing game. This metric informs our efforts at conversion optimization and can highlight weaknesses in landing pages or SEO content. If leads are closed online (via sale, online form / contract, etc.) then you can use custom segments to determine how many people who were classified as a lead took the next step to close the sale.
Revenue – Marketing teams are obviously very aware of revenue, but not everyone checks up on it as often as they could. Instead of only measuring revenue at the end of the month or quarter, check this metric throughout the month to ensure that you are meeting your goals and aren’t going to receive a nasty surprise. Google Alanytic’s ecommerce tracking provides excellent granular reporting on sales volume, popular items, average sale price and more.
Total Community Membership – This is a measure of the size of your community – the people you have become associated with through Twitter, Facebook, blogs, email, etc. This metric tells us how well our social media outreach campaigns are working.
Percentage of Business by Referral – Reputation is everything in the business world, and referrals are a measure of a company’s reputation. If you provide high quality flowers but don’t receive many referrals, this may be indicative of poor service or an unpleasant customer support experience. Check the primary sources for your ecommerce transactions; if the referral, direct and social numbers are decreasing, or not climbing, and you are relying on new customers via search (non-branded terms) then you may be just churning through customers instead of building a loyal fan base.
Percentage of Repeat Business – Like the previous metric, this is a measure of customer satisfaction. Take this metric into account along with the previous one – if we have a large number of referrals but few repeat customers, it may mean that we need to focus more on extending continuous offers to customers.
There are many aspects of online marketing to study, but these metrics are among the core group of measurements that are most important to ecommerce success.