Analytics is an invaluable tool to monitor your business’s long-term growth and determine what’s working and what’s not. For example, which of your products is a hit? What messaging resonates with your customer base? What demographic actually makes up your customer base in the first place? Analytics can answer those questions so you can then position your company for success. The key is knowing where to find the analytics. Luckily, you’re probably already using a handful of websites that already have built-in analytics.
1. Your Business Website
The vast majority of modern web-hosting sites have built-in analytics, so assuming you have a website for your business, you just need to log in to your admin dashboard and find them. Some of the useful analytics you’ll find include:
- Traffic – the number people visiting your site over time
- Pages visited – which pages on your website are most popular
- Search terms – the queries people type in to find your business website
Each of these fields can give you valuable insights as to what customers are after and how you can better show-off your product or service offerings. In addition to the basic site analytics, if you have an online store, you should also be able to view data on what products are selling well.
2. Social Media Channels
Facebook, Twitter, Instagram, and LinkedIn all have built-in analytics for business pages. They vary a little, but tend to include the following information:
- Who is interacting with your posts
- What types of posts are the most effective
- The demographics of your followers
- The devices your audience is using (aka mobile vs. computers)
- The industry or interests of your audience
Taking a close look at these insights can help you determine an effective marketing strategy that will create the most engagement with your audience and hopefully get more people coming to your business.
3. Paid Online Media
If you’ve spent money to place online ads online through a provider like Google Adwords or Bing Ads, those sites provide analytic details on the success of your ads. The analytic categories are very similar to what you’ll find on social media channels.
The key to getting the most from analytics on paid media sites is to make sure you’re doing A/B testing, meaning you experiment with a different types of ads. By varying the imagery and/or messaging, the analytics will tell you which ad works best and gives you the most bang for your buck.
4. Review Sites
Review sites like Yelp and TripAdvisor are more popular than ever, with Yelp alone having 64 million users via mobile web and another 29 million people using their app. Once you claim your business page on these sites, you have access to analytic information, just like all the other sites we’ve discussed so far.
For some businesses, the analytics on review sites can actually be the most useful because they show you information on your active customer base—the people who are actually coming in patronizing your business.
5. Payment Processing Portal
Depending on what vendor you’re using for merchant services, you may or may not have access to your payment data. If you don’t, SpotOn recommends you switch to a payment partner that’s more technologically advanced and can give you the data you need for success.
SpotOn, for example, has an online portal where our merchants can see analytics information on everything from payment trends to batch reports, daily deposits, the transaction value of your marketing and loyalty campaigns, the success of your marketing emails, and more. With that information at your fingertips, it’s easy to perfect a marketing strategy that leads to a steady growth in revenue.
Not with SpotOn? Get a free demo to see how we can help you do more with less.