When you run a business or you are responsible for marketing, there are some basic numbers that are crucial for you to know. It is amazing how many clients we speak to that have no idea about the critical information we believe you need to know in order to make key business decisions.
So what is the vital information?
Let’s take an example here for a minute – If you owned a shop on the high street you would want to know how many customers came in each day and you would also want to know how many of those customers then purchased something. The same applies with your company website.
The two things you have to know as a business owner are:
1) How many visitors you get to your site per day/week/month.
2) How many of these visitors convert into enquiries and sales.
Google Analytics is the easiest way to source this data – it’s a free tool that allows you to keep track of all the data you may possibly need on your visitors.
Once Analytics is installed, the next step is to decide on some goals for your company. Is it sales you’re after? Contact form enquiries? Brochure Downloads? Once you’ve figured this out – it’s easy enough to set up goal tracking in Analytics to keep a detailed count of your specific end goals.
On top of this, it is also important to know where your website is showing in Google searches for your most important keywords, in theory, the more visible your website is, the more traffic you will receive and therefore the more enquiries and conversions.
CTR or Click Through Rate is a PPC metric. In short, it’s the number of users who see your website in searches and choose to click and visit the site, for example if your site appeared 500 times in searches (impressions) and 50 people click through you would have a 10% CTR.
It is important to improve all three metrics: visibility, click through rate and conversions.
At Total SEO we can help with all these elements, make a start with a free report on the health of your website by completing the call to action at the top of this page.
Below is a chart showing average click through rates for different industries, this kind of data can help you understand how many visits you need per day to achieve your sales goals.
Data sourced from Wordstream