Google Analytics for Non-Ecommerce & Professional Practice Sites
Some of our clients are professional practices (dentist, lawyers, engineering firms, financial firms, etc) and their website is entirely “informational” and not “transactional” (ecommerce sites managing inventory and selling products). Nonetheless in these cases we customize Google Analytics architecture to extract meaningful and actionable metrics to help grow their businesses. It all starts with creating “goals” and using goals to produce conversions (a measurement) and therefore distinguish visitors to your site who are interested in your service from those that are not. Every business and their website is different and we set up Google Analytics to keep track of what’s critical to your business – with goals.
However before we start configuring your goals you need to ask yourself what groups of visitors are important to you? What visitor behavior is desirable? Who are you trying to attract? We need to ensure you’re targeting the right type of audience, then we need to define goals and set benchmarks that serve as targets. In sum we have to make clear the business objectives for your site. Once we are clear on your business objectives, the trick is to identify which actions (goals) most closely identify your target audience with your primary business objective. Let’s explore 4 typical goals for Google Analytics for non-ecommerce & professional practice sites.
Duration Goal: Visits that last a specific amount of time or longer. This can mean measuring visits that last more than 5 minutes as a goal, understanding whether these visits are interested in your content
Destination Goal: A specific page loads. This can mean visiting pages that are important to your business objectives, e.g. registration.
Pages per visit Goal: A visitor views a specific number of pages. This can mean tracking users who view more than 3 pages as a goal. This may indicate that they are interested in your content.
Event Goal: An action defined as an event is triggered. This can mean tracking a download or the number of times videos have been watched.
We can even add values to these goals if we want to estimate the ROI (return on investment) of your marketing campaigns. However as we said, when it comes to Google Analytics for non-ecommerce & professional practice sites the trick is to identify which actions most closely identify your target audience with your primary business objective. To accomplish this we need to create a “measurement plan”, which is an essential framework to help you track the performance of your website against your business objectives. A very simple measurement plan is outlined below:
3 pages views = a browsing visitor
5 minutes on your site = engaged visitor
a download or video play = engaged visitor
registration = converted registered visitor
We’ll configure your Google Analytics account so you can measure how well your pay per click marketing campaigns, your blog, and every component of your site is performing – through engagement goal measurement. The final step only needing to define the ‘benchmark’ or rule of measure for each goal. Regardless of your traffic volume we suggest defining the top 10% of visitors involved in sessions as likely representative of an “engaged visitor” that you want all your visitors to behave similar to. For Google Analytics for non-ecommerce & professional practice sites we suggest a review of your traffic for the last 30, 60, or 90 days of time to establish the top 10% of any measurement as the benchmark or baseline – for each goal. This keeps it simple and leaves plenty of room to improve your content and grow your business.
Would you like a free consultation on Google Analytics for non-ecommerce & professional practice sites?
Just reach us @ t. 256-270-4040 or skype: lance.smith169