Google Analytics is a powerful tool for any ecommerce business. It offers powerful and data-driven insights into your business’s performance. If you run a florist business online, then you must use Google Analytics or any other analytics tools to track several metrics that will help you improve your business’s performance.
Here are some major analytics metrics that you should keep a track of:
The first major analytics metrics that you should track for your florist website is the website traffic. This means, you should keep a track of not only the number of visitors, but other aspects such as any noticeable trends on your traffic, which channels are attracting that traffic, etc. Two other major metrics related to traffic that you should track are:
1. Demographics report
Who are your target customers? How do you describe them? First, chalk out the demographics of your ideal audience, and then compare it to your current traffic to see if you are attracting the right audience or not. For example, if your ideal audience is “25-35 years old, male, living in the US”, but a majority of your current traffic doesn’t match this description, then probably you need to rethink your marketing and SEO strategies.
2. Geographical location report
Similarly, whether you have a physical shop or an exclusively online one, your services must be restricted to a certain physical area. So, you need to check whether you’re attracting enough audience from your desired geographical location. For example, if your services are restricted to New York City, NY, and you are attracting more traffic from Dallas, TX, then it will not be much beneficial for you. to fix this issue, pay attention to your local SEO.
Next, you should track your conversion rate. This means the ratio between the number of people visiting your website, and the number of people taking the action that is desired by you (for example, making a purchase/ following you on social media/ subscribing to your newsletter etc.). Having a better knowledge about conversion rates will help optimize your strategies and restructure your marketing endeavors.
Average order value
Another important metric to keep track of regularly is the Average Order Value or AOV per customer. This denotes the average amount of money a customer spends on your website per transaction. Increasing your AOV will improve your overall revenue significantly.
Customer acquisition cost
Next up, you need to track your Customer Acquisition Cost, i.e. the amount of money you spend in order to win one new customer. Calculating and keeping a track of this will help you understand the effectiveness of your marketing campaigns, and make improvements or optimizations when required.
Customer retention rate
You should also track the percentage of customers who returns to your site for making a purchase for the second time/further. This will help you understand the effectiveness of your customer service, product quality, and overall quality of your service that your provide. If retention rate is too low, it indicates customer dissatisfaction. This is the time to fix issues with customer service.
Churn rate is the percentage of customers that stop coming back to your website or stop making a purchase over a period of time. If churn rate is too high, that too indicates that customers are not fully satisfied with your Products or services.
Finally, you should track your revenue periodically. Revenue is the key indicator of growth for your business. So, if you are not increasing your revenue over time, it indicates that your business growth is not at the right trajectory. In such cases, you need to rethink your business and marketing strategies and take necessary actions.
By regularly tracking these analytics metrics every month, you will be aware of your business’s overall performance. Not only that, it will help you to take data-backed decisions in favor of your business which will help you grow.