Guest Column by Dean Swanson
In last week’s column, I wrote that “small businesses can use digital analytics to improve their marketing.” Bridget Weston is the CEO of the SCORE Association. Her background is marketing. She has some great tips for using web analytics to measure your online marketing results. I share her suggestions to add to this discussion to help start using analytics.
1. Set up your analytics based on the goals for your website. Those might include:
• Generating leads
• Making sales
• Educating customers about your product
• Getting customers to fill out a contact form
You may have different goals for different website pages. Be sure to measure data that’s tied to your goals. For example, if your goal is to educate customers, pay attention to the amount of time customers spend on the site and how many pages they view. Those numbers will show if they’re interested enough to keep digging for more information.
2. Understanding analytics terms. Here are some things you can measure using Google Analytics.
• Visit: Any session in which a visitor interacts with your website
• Unique visitors: the number of individuals who visit a website during a specified time period. (If the same person visits more than once in that time period, he or she counts as one unique visitor.)
• Page views: Each time a visitor views a page of your site, it counts as a page view. One visit may contain…