Everybody goes through rough patches. Think about a competitive hobby you have and a time you have struggled. One of mine happens to be baseball, a game referred to as “a game of failures” by those who play it. Many players go through what is called a “slump” in baseball, when a hitter goes through a rough patch and often times, strikes out. Whenever I personally went through a slump, I would look for anything I could to readjust my approach.
The same goes for cultivating online leads. As a business, you may be striking out on client leads online. So what should you do if this happens? You try something new and take a different approach. It may be time to re-evaluate your online strategy to increase online leads.
Google Analytics can help you evaluate how people are finding your website and how well your customers are converting online. If you’re a succinct online marketer, Analytics is already a resource that mirrors the satisfactory results you are seeing with your site, particularly in the “conversions” section, under “goals”. An audience overview provides site-wide metrics and gives a general understanding of how your site is performing over the past month, quarter, year or however long you want. From there, an acquisitions overview helps you get a better understanding as to the traffic and conversion rate for each channel. From there you can start thinking of solutions.
Let’s say you are a partner at a local law firm and you get more calls than online lead forms. You find that a majority of web users in the past month find your site through organic traffic, but the number of paid conversions outrank organic conversions by a long shot. The simple solution would be to focus on SEO and on-page solutions, so when users find your website through organic search, the user has a reason to call. The solution could be including proper header tags, page copy or changing website navigation and site design. Obviously this is just one example and every website may call for a different solution based on the Analytics data found.
A lot of online marketing is refining your strategy, like anything you do, to get better results.Google Analytics measures your success, much like a bench coach in baseball that keeps track of statistics. The hitting coach is the one that will revise your approach, much like whoever actively analyzes Google Analytics, whether it be in-house or a digital marketing agency.