The 5 Website Metrics Small Business Owners Must Understand

The 5 Website Metrics Small Business Owners Must Understand

A website is imperative to the success of any small business – but understanding the effectiveness of that site is the key to transforming consumer insights into actual sales.

So what metrics are the most important when it comes to how people are interacting with and using your small business site? Take a look at the top five website analytics you must understand to run a successful small business:

Page views. The most basic of all website metrics, you must know your baseline page views so you can tell if your site traffic is increasing over time – and by how much. Page views include all the “clicks” on your page, whether a visitor just goes to one page or multiple ones.

Unique visitors. This number is smaller than basic page views because it represents the individual visitors to your website. Someone who reads 20 product descriptions on separate pages only represents one unique visitor. The bigger the difference between unique and overall page views, the better. It means that the people who are coming to your page are sticking around.

Devices. How did your visitors arrive at your site? Increasingly, mobile is becoming the first internet source that people tap, completely cutting out the PC experience. This isn’t to say that you should completely neglect PC-friendly features but you should know how people are finding you. Ideally, your regular website should be optimized for mobile and users coming from all types of devices should be able to access what they need with ease.

Time spent. All the search engine optimization in the world won’t keep customers on your site for very long if they can’t find what they want easily. Are you doing enough to keep people on your site after that initial click? You certainly don’t want to hinder the buying process but you don’t want people clicking back to the search engine results mere seconds after finding you. If your website metrics are telling you that you have a high bounce rate, or percentage of viewers who leave your site after only seeing one page, then it might be time to consider more intriguing ways to keep people interested in your business and what it has to offer.

Conversions. From a bottom line perspective, this is the absolute most important metric to understand about a small business website. A good-looking site that ranks well in a search engine doesn’t mean a whole lot if it can’t take it one step further: converting visitors to customers. For some sites, a conversion occurs when a visitor actually buys something, and for others it happens when a contact form is filled out or a phone number is dialed. Whatever your desired outcome, knowing how many of your visitors are taking your cyber bait is important to fresh, innovative site updates. Most experts agree that on an ecommerce site, a 2.5 percent conversion rate is good.

 

Your small business website is your window to an entire world of customers – take advantage of that fact and let your analytics lead your website sales strategy.

 

10 Steps to Cleaning Up and Reigniting Your Sales Funnel in 2016

If you’ve noticed a sales slump, it may be time to clean up your funnel. With the New Year, it’s the perfect time to make adjustments to your processes to foster growth and customer loyalty.

 

10 Steps to Cleaning Up and Reigniting Your Sales Funnel in 2016

 

Step One: Clean Out Old Leads

Go through your current system to clean out any old leads. Find the leads you believe are still worth contacting, and keep those separate from the leads you are purging.

 

Step Two: Reestablish Follow Up Timeframes

Chances are, you’re going to find some leads that are overdue for follow-up. Here’s your chance to establish the right timeframe to reach out to those leads while they are still warm. Prioritize your timeframe to act quickly, as 50% of customers will choose the vendor that responds first. Your odds of reaching a lead increase 100 times if you call them within five minutes rather than waiting 30 minutes. The odds of qualifying and converting a lead increase by 21 times if called within 5 minutes, compared to 30 minutes.

 

Step Three: Enter New Leads

Go through your contacts and enter any new leads you have that haven’t been entered into your system. Categorize them based on whether or not they’ve been contacted, and whether or not they’re interested, so you know how to move along the rest of the funnel to help them convert. Remove any leads that are not qualified, or not interested.

 

Step Four: Establish Better Pipeline Processes

Now that you’re basically at a clean slate, consider how leads are moving through your pipeline. Customer relationship management (CRM) software is an excellent tool to help you maintain your pipeline and improve customer service.

 

When leads come in from various sources, where do they go? How much time do you have to enter them? Who or what qualifies them? Who or what moves them along in the funnel? How much time do sales agents have to follow up with the leads? Determine what makes the lead an opportunity, and move forward accordingly.

 

Step Five: Evaluate Your Current Funnel

Every business wants to move a lead to a converted customer and a converted customer into a repeat buyer. Every business has a different approach for getting customers from one stage of the funnel to the other.

 

Does your current funnel work as well as you’d like? What could you do to improve it? Are leads coming in and getting stuck in the process? Or, are you having trouble with lead generation? Find out where your problem spots are.

 

Step Six: Make Adjustments to Your Marketing Strategy

Based on what you determine about your current funnel, you’ll need to make adjustments to your marketing strategy.

 

If you’re having trouble with lead generation, it’s time to amp up email, social media and content marketing efforts to help build brand awareness and bring in new leads.

 

If on the other the hand, the number of leads isn’t the problem, and you’re instead finding the leads in your system aren’t as qualified as you’d like, you’ll need to adjust marketing efforts to better target your ideal buyer.

 

And, if you have plenty of qualified leads, but they’re not converting – you’ll need to take a look at where they’re dropping off. What is your competition doing? Is your pricing too high? Your process too complex? Consider asking for feedback to help you find and solve the problem.

 

Step Seven: Start Funneling New Leads

Once you’ve worked out all the kinks and have your new funnel and marketing strategy in place, test your adjustments. When new leads come in, follow the established follow up timeline and pipeline guidelines to see if the funnel starts moving again.

 

Step Eight: Nurture the Leads Through the Funnel

Use lead nurturing techniques such as follow-up phone calls and emails to move leads through the funnel. Take note of where leads fall off in the funnel to identify weak areas. When the data points to a pattern, you know it’s time to adjust yet again.

 

Step Nine: Rinse and Repeat

When you’ve found what works—keep it going. Keep marketing efforts bringing in the new leads, follow your established pipeline practices to qualify your leads, move them through the funnel, and convert them into customers.

 

Step 10: Regularly Purge Old Leads

Even when your funnel is overflowing with prospects and the marketing machine is working to bring in profit, take time to purge old leads as you go, so you don’t end up with a buildup of clutter.

 

Getting your sales funnel right won’t happen overnight, but by keeping yourself organized and paying attention to the data and analytics from your CRM and website, you can focus your efforts on the key areas that will promote change.

Four Savvy Strategies That Will Take Your Company To A New Level

Virtual Office Services

Business growth is typically the idea that gains and retains primacy in the minds of corporate leaders and entrepreneurs. In many cases, business owners need to access new growth strategies to ensure that their companies remain in a state of perpetual expansion. Here are four savvy strategies that can ensure that your company reaches a new level of power and prestige:

1. Invest In Virtual Office Assistance.

have emerged as an immensely helpful way to ensure that your company grows. Companies that offer these services can assist you in many ways, including by managing email, checking voice messages, contacting manufacturers, providing call-backs, handling credit card declines, and tracking orders. Companies like Solid Cactus offer these services.

2. Run A Blog.

While many business owners realize that having a website is a wonderful way to build their brand identity online, some overlook the immense power of running a blog. Blogs are great because they empower business owners to communicate and connect with their target market in an informal manner that can accelerate the relationship-building process. One great way to facilitate this heightened connectivity is by hosting contests that feature free promotional prizes for the winner via the blog. You can also add Share Buttons to your blog, thereby getting your readers involved as they forward content they like to the individuals in their social networks.

3. Optimize Your Networking Endeavors.

Yet another business-building strategy you can use to get your company growing is the optimization of your networking endeavors. Utilizing good networking strategies is important because doing so enables you to connect with new people who could eventually become loyal buyers and/or business partners. Luckily, there are many ways that you can optimize your networking endeavors. One is to develop an “elevator pitch” which amounts to a 30-second speech regarding the depth and scope of your brand. Perfecting your pitch can help you overcome any anxiety or jitters you have regarding speaking to others about your brand.

4. Emphasize Employee Growth.

Emphasizing employee growth is an excellent way for you to ensure that your business attains a new level of power. When your employees develop new skills and maintain a competent, cutting edge approach to the work they do, you’ll likely find that your daily operations are completed with excellence and expedience. For this reason, you should look into which strategies you can employ to facilitate employee growth. One of the most simple and effective strategies available is having your staff enroll in online courses for ongoing education. The online format is oftentimes better than the traditional, in-classroom learning experience because it enables your employees to study at home and when it is convenient for them.

Conclusion

Savvy business owners need to remain cognizant of the fact that developing strategic plans and thinking systematically is the key to keeping their companies in a state of growth. If you’re ready to take your business to a new level marked by perpetual expansion, utilizing the strategies and systems outlined above can help you make it happen!