Digital advertising is alluring; owners keep business endeavors closer to the dollar through analysis of data. Search engines, such as Google, allow web masters to track the metrics of indexed content as well as paid advertising entities.
Google Analytics provides online marketers with more power, giving added intelligence and allowing owners to trace dollars spent down to cents. Shadowing the trajectory of business, Analytics dashboards allow owners to seek and achieve ‘goals,’ regarding how consumers interact with brand pages. For examples, a visited page may equal a sought ‘goal.’
A URL destination goal, described above, is one of the easiest to compute using the Analytics dashboard. Creating and tracking goals presents web masters with a number of advantages. Once goals are established, sales process are better engineered, customer satisfaction rises, and businesses can better allocate content resources.
Set Up a URL Destination Goal
– Log in to a Google Analytics account, and then click on the respective account’s administrative button.
– Click on the ‘Goals’ option (under view listing).
– Click the ‘Create a Goal’ button.
– Name the goal, and then select ‘Destination’ as the type.
– Provide the dashboard with the associated URL.
One can create up to 20 goals, and Google Analytics will help measure the attainment and effectiveness of goals. Web masters have two options regarding how the dashboard will compute reached goals. A user can attach a money label to goals (For example, each web visit could equal $10 in generated revenue.), or the dashboard may compute the converted goal toward a longer funnel process (if landing on the page was one of a four-part checkout process).
Use for Sales
Google Analytics goals are useful regarding the analysis of the sales process. A four-portion checkout process could be diluted into separate goals, with the analytics dashboard providing unique metrics for each. A salesperson can then analyze what portions of the multi-faceted process need improvement and which are working well.
In a competitive industry with fickle web users, merely modifying a few on-page elements may produce drastic deviations in behavior, yet such occurrences need identification through metric analysis and not conjecture.
Receipt of Transaction
Reluctance in the confidence of secure and efficient transactions was one reason people did not rush to web commerce from the start. These days, it’s become uniform to buy an array of products and services from web vendors. However, bugs, quirks, and frustrations exist, and consumers, those with a high number of purchase alternatives, do not want to be left wondering about the success of waged transactions.
Therefore, aligning a goal with consumer submissions (for return emails, quotes, and sales leads), creating a ‘thank you’ page after submissions, is a wise choice. It allows web masters the convenience in tracking how many potential leads are coming from online avenues. Additionally, it provides web users with the assurance their request was registered and will be acted upon. Find more marketing insight here.
Tracking of Mailing Lists
How do you keep consumers with you, especially amid a time in space where attention spans are so limited? Consider brands that bank on ongoing attention, such as magazine publishers. Rolling Stone does not want consumers to buy one issue every now and again; the content producers want every consumer who ever opened the magazine to subscribe ongoing.
Therefore, like offline publishers, online publishers want to consumers to keep brands in mind and habit. Mailing lists turn a corner of interaction, presenting publishers with the ability to be proactive rather than hope web browsers will react to existing content. Create an analytics goal aligned with a ‘thank you for signing up to our newsletter’ page. Like above, a web master has opportunity to thank consumers and confirm their action, but furthermore, web masters now have access to the ongoing attention of a given consumer, whether a particular consumer is readily thinking about the brand or not; now, the brand owns the ability to constantly ‘remind’ the consumer of the relationship.
