How to Track Your Online Business Performance

By Lara Russo

If you own a small business with an online presence – be it an eCommerce store or a local iPhone repair shop – you probably cannot afford to run a large marketing, sales and analytics department. However, with the proliferation of technical know-hows, you now have an unprecedented access to data that should make your business decisions smarter and data-driven. One of the biggest challenges you face comes with that open access to numbers and figures that you need to make sense of. And here’s when you should consider external forces to come to your aid. Look for data visualisation to build and adjust your online business strategy.

Why Data Visualisation?

It’s not about charts, bar graphs and maps. Well-visualised data gives you the ability to choose data points that matter, align them with timelines and trends that will show you insights or push you in the right direction.

Of course, if you are an experienced business developer, you already have your own practices in place. But most of the small and medium business owners aren’t there yet. Here’s a brief guide on metrics that you should monitor regularly to help with your online business endeavours. Those metrics are split by essential areas of online business marketing. And keep in mind that having those metrics visualised makes it a lot easier to navigate through data.

Let’s dive in!

Key metrics to monitor regularly

  • Google Analytics

If you have any online presence, Google Analytics (or GA) is your first stop. GA suite has so much data to offer, you may feel like drowning in the ocean of numbers. If you have about 12 hours to spare, you can take a GA Academy course and learn the basics. But there’s no need for that when you can clearly define your website goals and just follow the steps to achieve them.

Here are a couple of areas you should keep an eye on:

Audience Behaviour

If you own an eCommerce website, you have to know where your audience comes from, which languages they speak, what’s their average age and gender. This information can have an impact on your website design – there’s an entire colour theory for Web-design, based on gender, age or cultural background. It can also help you decide whether there’s a need to translate your pages into different languages, and much more.

If you’re a local business with some online presence, pay attention to Devices used to access your website (mobile-friendliness can be life-changing). Interests is also a category to check from time to time to adjust your content, where possible, to what your visitors are likely to read. Interests can influence your business development, too. For instance, if you own a local iPhone repair shop, but you see that your website visitors are avid Galaxy users, also consider repairing Samsung phones.

Key metrics: Age, Gender, Countires, Devices.

Page & Content Analysis

You have to know for sure which pages serve as the landing spots for your visitors. The first page new users land on can either help you acquire Go to the full article.

Source:: Business 2 Community

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