If you truly want to improve your business, get more customers and make more sales, then you need to mind your numbers. The metrics behind what is working or not working is very important. They say that only 20 percent of your actions make up 80 percent of the results. What if you’re working on the wrong 20 percent? If you study analytics, you’re going to be so much more likely to work on the right 20 percent.
Below are nine common analytics mistakes. Hopefully by reading them you'll avoid making the same mistakes yourself.
1. Not looking at the Numbers at All – Many people have perfectly successful online and offline businesses where they never look at a single number. One might wonder what the point is if you’re already successful. But, the fact is, how much more successful can a business owner be if they know what’s working and what’s not working?
2. Looking at the Wrong Information – Many new people study information that really doesn’t matter. For example, are “bounces” really bounces? Or, did they get taken to a redirect affiliate link that cannot be tracked via your analytics software?
3. Not Setting Up the Software Correctly – If you’re new and you have no idea about the capabilities of the software or how to use it, you need to get training or have someone who is a professional set it up and give you reports. The software only works as well as the user.
4. Not Monitoring Regularly – Often, people spend a lot of time and money to set up analytics but they never look at them again. This is terrible use of the software and a huge mistake for the business. Once you set it up, ensure that you monitor everything on a set schedule so that you will not miss anything.
5. Not Segmenting for Retargeting/Remarketing – One of the most powerful forms of marketing today is retargeting or remarketing to people who have visited your websites or had some sort of interaction before. Some people need to see your offerings multiple times in order to finally trust you. Don’t miss out on this amazing ability.
6. Not Setting Conversion Goals – If you don’t set goals within your software, you won’t know if what you’re trying to achieve is happening or not. You can make assumptions based on income but you won’t really know what’s helping or hurting you.
7. Not Filtering Out Invalid Traffic – A lot of traffic can just mess up your numbers, so you need the ability and knowledge of how to filter out that particular traffic. The invalid traffic are people who visit your website to work, like yourself and your virtual assistant or web designer.
8. Not Setting Up Multiple Views – When you get reports, instead of trying to look at everything at once, set up multiple views so you can see what each parameter means to your business.
9. Not Differentiating the Types of Traffic – There are several types of traffic such as referral, direct and so forth. You should differentiate each type of traffic so that you know what is causing a spike in bounces or conversions.
If you’re not using your analytics software properly due to lack of knowledge or time, consider hiring a professional. Google Analytics offers certification and a Google Badge for those who have passed the tests. If you do have time, consider going through the course yourself.