Many small business owners I know use Google Analytics to keep an eye on the number of visits they have to their website.
This is great because at least the tool is being put to use, but just think for a moment. Would you rather have 1,000 website visits per month or 500 visits per month that ACTUALLY DID SOMETHING ON YOUR SITE?
See it’s all well and good getting loads of traffic to your site – but if they don’t do anything once they’re there then what’s the point?
If you want to find out how many of your website visits result in an action then you’ll need to set up a Goal – and here’s how to do it.
My example below is based on recording the number of contact form submissions that have been sent (if the purpose of your site is lead generation), but there are a huge number of Goals you can set up. If you’re an e-commerce site you may want to track the number of completed purchases, an information site may want to track the number of PDF downloads. Entertainment site – you’ll want to track number of videos watched.
So, let’s get to it!
After logging into Google Analytics click on the Admin link at the bottom left of the screen:
You will be taken to the admin page, click on Goals:
Click on the red “New Goal” button and you will see this:
Firstly give your goal a name. Keep it simple but descriptive eg Contact Form Submissions.
Then click the destination radio button and get the URL of your confirmation page. It will look something like this:
TOP TIP: If you don’t know the URL then submit a test contact form and copy the final URL in your browser!
Click on continue and you will see:
Paste your URL into the Red box and to check you’ve set things up correctly hit the “Verify this Goal” link.
Doing this will run the goal on your last 7 days of data and show you how many conversions you’ve had.
Click Save and you’re done!
I’m currently running a survey on the use of Google Analytics in small businesses across the UK.
I’d really appreciate if you would take two minutes to answer a few short, simple questions here https://goo.gl/forms/k5gAGSpWQ6iL71PL2
So you want to set up a email marketing system for your business?
That’s great news! Did you know that:
Email is the primary source of data for marketing people – with 41% relying on their email marketing response data. (Forbes)
Email has long been one of the most measurable channels for marketers. It helps you learn what your audience likes (so you can do more of it), and what they don’t (so you can do better next time).
Young adults are most likely to check their email from bed (70%), from the bathroom (57%) or while driving (27%) (Adobe)
Whilst checking your email in the loo is just a little bit gross (you wouldn’t be doing it while taking a shower would you!) and checking while driving is a TOTAL no no it proves that we’re all on the move and we take our inbox everywhere we go!
77% of UK consumers chose email as their preferred communication method with businesses (Statista)
So, here are my top 5 tips when setting up a new business e-newsletter system.
1. Make it super simple for someone to sign up
Of course you’re going to need as much info as you can get about person when dealing with them as a business but the newsletter signup form IS NOT the place to ask for it. Asking for full postal address, telephone number, date of birth, their favourite food and shoe size just puts people off!! Keep what you’re asking for them to give to a bare minimum – name, email address and maybe date of birth (if you want to send them a birthday present) is more than enough.
Also put your signup form EVERYWHERE – website, blog, Facebook page etc.
2. ALWAYS send a welcome email
You need to start building trust with a potential customer from the outset so send them a welcome email (this can be automated so you don’t have to manually send one every time someone signs up).
Thank them for trusting you with their email address, set their expectations as to what you’ll be sending them and give subscribers choices as to what information they receive if you can.
3. Don’t sell, sell sell
If you’re running a physical shop you wouldn’t just go up to someone who came in and start reeling off your sales pitch and current offer of the month (well at least I hope you wouldn’t!). Be conversational.
4. Keep it short and sweet
The average person is expected to receive 140 emails a day by 2018 (news.com.au) so a rambling subject line and the email body reading like War and Peace just won’t endear you to your list.
Keep your subject line descriptive, short and enticing and break up long blocks of text with paragraphs and images. And always, ALWAYS replace the short preview description to something really exciting!
5. Know who you are
How do you want people to perceive your business – corporate, professional, formal or more laid back and friendly?
Whatever you choose make sure you’re consistent to make your business approachable. And if you have someone writing your emails for you make sure they also know how you want your business to come across!
If you’d like to learn more on email marketing and get specific, tailored advice come along to my workshop!
Tickets available on Eventbrite:
Small Business Saturday UK is a non-commercial campaign set up in 2013 which highlights small business success in the UK and encourages consumers to ‘shop local’ and support small businesses in the community.
This years event takes place on Saturday 3rd December and to celebrate all the other lovely small businesses in the Bristol area I am offering one lucky company the chance to win a month’s free digital marketing support.
To be in with a chance of winning answer a few short questions on my Google form below.
No, I don’t mean that cute fuzzy blue thing from Sesame Street – I mean who could really be scared of him (well I was but thats a whole other story!).
I’m actually referring to a piece of privacy legislation that was adopted by all EU member countries in May 2011 called The Cookie Law. It was brought in to protect peoples privacy online and means that all websites:
Let people know if they are using cookies
Explain what information is gathered by the cookies and how its used
Now before you go all #Brexit on me and tell me this doesn’t apply any more due to the UK leaving the EU, actually it does – and could get worse in future.
Richard Beaumont of Optanon says
Although the basis of the law is an EU Directive, the rules in the UK (and every other EU country) have been written into local law. In the case of the UK these are the Privacy and Electronic Communications Regulations (PECR). As long as RECR remains unchanged in the UK, the cookie consent rules will be in place”
(full article here https://www.cookielaw.org/blog/2016/6/27/brexit-and-the-cookie-law/).
If you are using a WordPress site – then yes, you are using cookies.
The Cookie Law details two types of cookies (session ones that don’t need to comply) and persistent cookies (which do). The basic WordPress installation have only session cookies it is possible that your WordPress websites doesn’t need cookies, however once you start adding plugins, any kind of analytics program, affiliate links etc these are persistent cookies and you will need one.
While no-one in the UK has yet to be prosecuted under the law I would urge all small businesses to be safe rather than sorry.
I HIGHLY recommend The Cookie Consent plugin for WordPress – it’s free, easy to use and the latest version has lots of great new features.
Don’t be afraid of the Cookie Monster any more – embrace him!