By Monique Martin
You’ve built your Web site and signed up for Google Analytics. The reports are full of juicy numbers, but you aren’t sure how to translate those numbers into making your Web site more profitable. Google Analytics’ goal setting can help. Even if you don’t have a traditional ecommerce site and use your site just for lead generation, Google Analytics goal tracking can give you valuable information about customer conversions.
Small business owners can use goal setting to track various types of conversions, including lead generation, mailing list sign-ups, form completion, or the downloading of white papers or other site information. Once you determine the type of goal you want to set, you need to assign a value.
If that’s easier said than done, read this excellent blog post from BB Creative called What Goal Type Are You? to figure out what type of goals you want to set.
To determine the value of a non-ecommerce goal, you’ll need to know what percentage of leads/sign-ups/downloads have traditionally turned into sales and what the average value of that sale is.
Lead goal value = the average value of a sale ($400) x percent of leads that turn into sales (10%)
10 percent of $400 = goal value of $40 per lead
Mailing list goal value = the average revenue generated from a single email blast ($4,000) / total number of email addresses in database (2,000)
$4,000/2,000 = goal value of $2 per signup
Now that you’ve assigned values to your goals, it’s time to set them up in Google Analytics.
Time on Site
Setting goals will give you valuable conversion metrics that can help streamline your Web site and, most importantly, make it more profitable.
Once your goals are set, you can look at the $index column in your control panel to see which pages are contributing to your sales.
Monique Martin served as chief operating officer for a successful online insurance marketing firm for five years.