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[7 minute read]
We’ve been talking about digital marketing for small business. And boy is there a lot to talk about. For now, it’s time to get technical for a hot minute and talk about this thing we call analytics. Because the truth is, you can have a fabulous website that is optimised to get to the top of search results, you can have social media channels that are saying the right thing to the right people, but if you’re not harnessing the power of web analytics, you’re missing out on a big chunk of the action – and we wouldn’t want that.
Now if you’re a small business owner or marketer who is new to the big wide world of analytics, don’t be intimidated. We’ll break it down for you.
When we talk about web analytics, we’re talking about the measurement of certain metrics (or pieces of information) that give us an indication of a user’s behaviour across different web pages. You might be interested in how many unique page views you’re getting on your website every day, or how long users are spending on your site, or how many pages they visit. All these metrics are web analytics, and they can revolutionise your digital marketing strategy.
Analytics provide you with insights into your customers and their behaviour. And if you can understand your customers’ behaviour, you can approach what you do more strategically. Analytics could help you make important decisions, from something as broad as what kind of content your audience wants to consume on your site, to something as granular as what colour to make your call-to-action button at the bottom of a landing page. Web analytics take the guesswork out of digital marketing. They help you to make informed decisions based on actual data. No more hit-and-miss marketing. With analytics it’s all in the detail.
If you’ve skimmed the surface of this ocean of possibilities called web analytics, you may have come across the term KPI, or Key Performance Indicator. These are the goals that you set for yourself as a small business. They’re a way to measure whether you’re achieving your business objectives, and web analytics are closely connected to it all. Let’s throw some examples out there to illustrate what we’re on about.
Better email open rates, for example, could be a KPI. Lowering the cost per click on your paid media ads, could also be one. You may even want to increase inbound links to your website to boost your online presence.
The temptation to digress and explore these metrics in more detail is overwhelming. So to keep us on track, we’re going to shoot some questions at Truevo’s performance marketer, Dirk Dijkstra who’s going to tell us a bit more about all this analytics stuff:
For a small business that’s just getting started, what are some important metrics to consider?
Which web analytics tool would you recommend to small businesses?
Why do KPI’s matter?
How do you go about setting realistic KPI’s as a small business?
Can you share some tips that will help small businesses to make the most of the data they collect from web analytics?
Did you enjoy this quick read? Do you want us to explore web analytics in more detail? Tell us on social media: Facebook, Instagram, Twitter and Linkedin.
P.S. Looking for a comprehensive payments solution that will get you paid anywhere, any time? Get Truevo. We can’t wait to connect with you.
Disclaimer: This content has been written for informational purposes only. It should not be construed as legal or business advice.
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