Are you setting online sales goals?

So you are keeping web site analytics, checking them occasionally and watching them fluctuate based on either marketing campaigns or that lucky media appearance. But have you ever stopped to consider the benefit of such analytical data?

Tools such as Google Analytics allow you to monitor web site goals and track conversion rates through online marketing campaigns, direct referrals or organic search (unpaid search results). Using this information you can calculate conversion rates on your advertising, search engine optimisation or referrals and make informed decisions about spending your ever important marketing dollars.

Setting up goals and funnels in Google analytics

You need to make sure your web site will support using goals in Google Analytics before you attempt to set up a goal.

Here is what you will need:

• A unique URL (e.g. http://www.website.com/complete-goal.html) that can only be reached after your web site visitor has completed the goal.
• Give the goal a name so you track it in your reports, for example you might call a goal, "web site enquiry".
• Consider creating a funnel for the goal. Creating a funnel is optional - a funnel is a way tracking drop offs before the user reaches the goal you have created. For example if the goal is a transaction in a shopping cart the funnel might be product page > shopping cart review > payment information > check out.
• A value for your goal - to calculate an ROI you can assign a value to each goal you setup. For example, if you know that for every enquiry you receive from your web site 2% can be converted to a sale at an average sale value of $50 you can calculate the value of the goal.

If you need help setting up a goal in Google Analytics you can learn more by visiting the Google Analytics Help Page.

Watching the Returns

The internet has led to accountable marketing and consistent tracking of return of investment in advertising spend. Most businesses are not taking advantage of this accountability by failing to have their web site professionally setup with sales funnels and analytical goals. Greater transparency in your online marketing will lead to increased effectiveness of each campaign and is worth the investment of setting it up right from the start.

Don't know where to start? Adroit Inc can provide Online Strategy and Marketing support for your business.