Strategic Inbound Plan: Establishing Inbound Analytics

By Scott Anderson Miller

You should know the answers to the following questions before you begin looking at Google Analytics.: What’s your current customer worth in dollars and cents? What’s your average sales transaction? What percentage of your business is repeat business?

Why? Because it’s not only about numbers; it’s about people. Prospects and customers create these numbers. Success comes from satisfying customers. Positive numbers based on consumer behavior on your site will demonstrate this satisfaction.

When you visit your website, interact with it as if you’re the prospect. Note possible navigation, conversion, and sales barriers to achieving your ideal onsite conversion (sale, demo, trial, sign-up, and so on). Look for user-flow dead-ends. Only when you’ve gotten a sense of these dead-ends should you look at your numbers.

In addition to Google, you’re going to want to invest in marketing automation software. You’re ready to track visitor behavior, track conversions of visitors to leads, and track online and offline sales.

A professionally written inbound marketing strategy defines baseline analytics for you based on the above criteria and the goals and objectives outlined in the earlier part of the plan.