{"id":626,"date":"2013-04-17T09:49:22","date_gmt":"2013-04-17T13:49:22","guid":{"rendered":"http:\/\/www.floristseo.com\/?p=626"},"modified":"2013-04-20T12:12:39","modified_gmt":"2013-04-20T16:12:39","slug":"online-marketing-metrics-youd-better-be-keeping-an-eye-on","status":"publish","type":"post","link":"https:\/\/www.florist20.com\/blog\/seo\/online-marketing-metrics-youd-better-be-keeping-an-eye-on","title":{"rendered":"Online Marketing Metrics You’d Better Be Keeping An Eye On"},"content":{"rendered":"

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\u00a0which data points are more important than others.\u00a0\u00a0If 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.<\/p>\n

With that in mind, here are several metrics that can be easily tracked through Google Analytics:<\/p>\n

Leads Generated<\/span>\u00a0\u2013 Leads are everything in marketing \u2013 who else will you sell to?\u00a0\u00a0This has always been an important metric, online or off.\u00a0\u00a0Leads are people whom we have contact information for and perhaps know something about their taste in flowers.\u00a0\u00a0We are ready to nurture them for support. Tracking leads can be as simple as setting up Goals<\/a> for online form submissions, or you can take a more complicated approach with call and event tracking.<\/p>\n

Percentage of Leads Converted<\/span>\u00a0\u2013 Converting leads into customers is the name of the marketing game.\u00a0\u00a0This 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.<\/p>\n

Revenue<\/span>\u00a0\u2013 Marketing teams are obviously very aware of revenue, but not everyone checks up on it as often as they could.\u00a0\u00a0Instead 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.<\/p>\n

Total Community Membership<\/span>\u00a0\u2013 This is a measure of the size of your community \u2013 the people you have become associated with through Twitter, Facebook, blogs, email, etc.\u00a0\u00a0This metric tells us how well our social media outreach campaigns are working.<\/p>\n

Percentage of Business by Referral<\/span>\u00a0\u2013 Reputation is everything in the business world, and\u00a0referrals are a measure of a company’s reputation<\/a>.\u00a0\u00a0If 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.<\/p>\n

Percentage of Repeat Business<\/span>\u00a0\u2013 Like the previous metric, this is a measure of customer satisfaction.\u00a0\u00a0Take this metric into account along with the previous one \u2013 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.<\/p>\n

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.<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u00a0which data points are more important than others.\u00a0\u00a0If you are not tracking the most critical metrics, you will have no way of knowing how […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-626","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"\nOnline Marketing Metrics You'd Better Be Keeping An Eye On<\/title>\n<meta name=\"description\" content=\"Most florists are not comfortably familiar with reading and understanding website date, or knowing which data points are more important than others. 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