One of the most important factors to the success of any organization is understanding who it is that you are selling, or marketing to. Sharon Hurley Hall, Business2Community, explores how analytics are offering greater insight into who our customers are and how to make them happy.
You’re never going to grow your online business and improve conversions unless you use analytics. Back in the old days, the owner of a mom-and-pop store knew who was coming through the door, who’d sent them, what products were shifting and when to reorder. That’s what analytics tells you – and more – for an online ecommerce business or website. It can help increase conversions and website sales. While there are plenty of analytics tools, Google Analytics is one of the most widely used. More than likely you already have it installed on your site. The Google Analytics dashboard is divided into four sections: audience, traffic sources,content and conversions – let’s look at the information you get from each of these and how that can help you.
1. Who are you and where do you come from?
The audience section gives you a complete picture of the people who visit your site, starting with which countries they are from and what languages they speak (that’s in the demographics sub-section). You can even drill down into the cities in some cases. For example, if you suddenly notice that you have a lot of Spanish speaking visitors, that could mean you need to provide on-site translation tools or a version of the site in that language. Catering for your whole audience helps with conversions.
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