A Quick Guide To Small Business Website Analytics

Are you monitoring your business website’s analytics?

Analytics reveal telling information such as numbers of visitors and length of visits, the most common entry and exit pages, and the typical flow of visitors from page to page.

The usefulness of analyzing this data is one of a business owner’s best offense moves for maintaining online relevance to customers.

Here’s a quick beginner’s guide to small business website analytics.

Where to Start

There are a variety of paid and free website analytic services. Beginners often find Google Analytics somewhat overwhelming, but if you choose this service, it surely can be learned. I always install Google Analytics for any client website I work with. The data you can gather from your website visitors is very valuable.

Clicky Stats offers simplified analytics which are great for new website owners, but may be too simple for highly detailed analysis. For users already familiar with Mint’s financial analytics, their website analytics will feel very natural.

Many businesses also maintain a Facebook page. Did you know Facebook offers its own internal analytics? Discover which are your best posts, locations of followers, and more.

Crazy Egg-example

Crazy Egg example of a website homepage

Some hosting companies also offer their own version of analytic software for website owners. If you don’t want to sign up for one of the above, start with the free option your host provides. This allows you to become familiar with the terms before committing to a service.

Look at your data in a visual way with Crazy Egg. Through Crazy Egg’s heat map and scroll map reports you can get an understanding of how your visitors engage with your website. Then you can make changes to improve your visitors experience.

What to Look For

Once you’ve decided on an analytics provider, it’s time to review the data. Of course, the most obvious piece of interest is the number of visitors. Be sure to compare unique visitors versus returning — this gives a clue as to how many customers and leads find your site useful, entertaining, or shop-worthy. Visitors who stay longer and visit multiple pages are the best kind of visitors.

Another key element in website analytics are the entry and exit pages.

  • Which pages on your site do visitors come to first?
  • Which entry page yields the longest visits?
  • And which pages cause the most drop off rates?
  • This provides insightful information about which pages to promote, improve, or delete.

There are many other statistics and data to be considered, but these two starting points will be most beneficial at the beginning.

Record Keeping

Most of the popular website analytic tools allow users to download daily, weekly, or monthly reports. Be sure to do this and review periodically. In the future you may change analytic services. Keeping records of your website’s past analytics allows you to remain in control of the information if you do switch providers.

Are you new to online marketing and website ownership? For a limited time you can grab a free eBook copy of my book, Today’s Marketing Cookbook,” to learn more tips to grow your business.

3 Content Ideas for your Facebook Business Page

If your business isn’t yet on Facebook, it probably should be. It’s no secret that Facebook is the most used social media by Americans and many others around the world. As far as mobile use goes, Facebook far outranked all other US mobile apps in a recent comScore study.

The bottom line is this: Facebook is a tool your business can use to leverage new leads and customers.

Once you’ve setup your Facebook business page, what exactly should you post about? Here are three content ideas to help you connect with your followers.

1. Interactive Media Posts

Use rich media and interactive posts to stimulate “Likes”, “Shares” and comments on your Facebook posts. Rich media refers to videos, photos, music, and graphics that are compelling and often involve an interactive component.

Never post a photo, graphic, or video alone. Always be sure to include an interactive text component such as a question, poll, or call to action. For example, a photo or video of your latest product may be posted with the text, “What would you do with this great new product?” or “What should we name this model of product?” When you receive comments, click “Like” or reply with a polite comment of your own.

2. Share a Customer Story

Depending on the nature of your business, there are different methods to sharing a customer story on Facebook.

If you’re primarily a B2B company, your business page may “Like” the business page of one of your customers. When they post a positive story on their page, click the “Share” button to post it on your own business page. This boosts your customer’s confidence in your genuine interest in their business and likely encourages repeat purchases.

If your business is retail, then you may host a giveaway to inspire your followers to submit stories of how they use and enjoy your product or service. When they enter the giveaway, be sure to include a legal waiver giving you the right to publish their story on your Facebook page if they win.

3. Use the 70/20/10 Rule

The 70/20/10 rule is a guiding principle to help inform your posting options. Seventy percent of posts should be valuable information for your customers (not self-promotion), twenty percent should be posts you “Share” from carefully selected sources, and the remaining ten percent should be self-promotion pieces about your products and services. This principle provides customer oriented content making you appear to be an expert in the field and not just self-interested.

Have you tried any of these Facebook business page content ideas? Which have you found works best?

If you need help marketing your Facebook business page, get in touch with me for a custom tailored social media plan to help you reach your goals.