Launching anything new can be an intense and exhilarating process. In the middle of excitement and checklists sometimes the most important things – like what we learn during and at the end of each launch – gets lost in the shuffle. Today’s post is by Cinthia from Digimorphs, who will show you how a few clicks in Google Analytics will show you where your launch traffic really comes from.
Knowing where your traffic comes from is a game changer because it lets you make strategic choices.
…Like maybe doubling down on what worked the next time you launch so that you can multiply your success with less work? Just a suggestion!
If you don’t take the time to understand what didn’t work, you’re going to repeat the same mistakes with every launch.
Today, we’re going to solve that.
One tool you can use to measure the effectiveness of your launch is Google Analytics. Having this free tool set up is essential and profitable.
If you use Google Analytics to set up Goals, it will automatically track when someone buys your services or products.
Suddenly you can see dollar sign indicators next to the marketing efforts that bring in not just the most traffic, but the most sales.
What are Goals? Goals are what I call “golden clicks” on your website: newsletter sign ups, service/product purchases, downloaded opt-in pdf, etc.
Whatever you want the people visiting our site to do, you can track it. The key to tracking Goals in Google Analytics is that you need to have a URL confirmation page. This signals that the user completed an action successfully, like signing up for a webinar or purchasing a product.
Here’s how to set it up
1. Create a thank you page.
Make a thank you page that users will be sent to once they complete a goal.
For a launch, this could be a “Thank you for Subscribing” page or “Purchase confirmed” page, and it needs to be a page on your site that you are hosting. (All those thank you’s go beyond politeness online!)
2. Tell Google Analytics about it.
This will track how many people get to your success pages and will allow you to see more information about them – like exactly where they came from.
Log into Google Analytics and click “Admin.”
Make sure your website is selected under the “Account” and “Property” columns.
Under the View column (far right) click “Goals.”
Click the red “New Goal” button and set up a Destination goal.
Add the thank you page URL into the destination field.
3. Watch how your goal performs!
After you set up Goals in the Admin area, you will be able to see it in the last column of several Google Analytics reports.
Confused? If you’d like help setting up Goals in Google Analytics,
check out theGet Your Goals On! Webinar happening on December 8 & 12, 2016
Once you have the goals set up, you can take a look at your Acquisition > All Traffic > Channels report, which will look like this:
Now you can start to see what’s really bringing in your launch traffic.
Let’s look at what Google means by these headings:
- Direct means users who are typing in your URL directly in the browser or have it bookmarked. This can be popular for returning users, who already know and like you.
- Social are all the social platforms.
- Organic Search is Search Engine traffic like Google.
- Finally, Referral is the other sites that are sending you traffic. Each of these values can be clicked into further to understand a more detailed view of the traffic.
So now what?
Well, before analyzing any data, you need to take a look at your launch strategy and ask: Where am I focusing my efforts?
Are you doing Facebook ads? Or maybe you’re leveraging referrals and your email list?
Grab a piece of paper, or a spreadsheet to make notes on what’s working best for your marketing strategy, because you look at Google Analytics report.
Make a note of the main ways you’re drawing attention to your launch first, so you can check out how they’re working. Done?
Great! Now choose the first area to focus on and click into that part of the report.
For example, you are doing Facebook Ads, click into “Social.” You will see something like this:
Now you can see if your Facebook Ads are performing like you think they should be. You can also identify if another social platform is pulling in more traffic than you think.
And finally, your goals! In the last column, you can see if your potential clients are actually converting.
Now you can see how much of your hard work lead to launch traffic, and where your actual sales come from.
This is powerful! Increase your efforts in these areas, and watch what happens. Remember, your data matters more than what any expert says works because your data tells you about your customers.
A couple of additional tips:
- Make sure to have everything set up and ready BEFORE you launch. This will ensure you capture every single sale, aka conversion.
- In terms of when you should be analyzing your data, this can be done during the launch (if you want to shift as your launch is in progress) or once your launch is done (to document how many of your sales come from which channels). I recommend both!
Don’t forget to document what you learn about your launch traffic for your next launch.
This can help you continue to improve in your launches and is just one way you can use Google Analytics in your business. It’s a free and important tool if you are looking to grow your business quickly and reliably.
This guest post was Cynthia from Digimorphs. She helps business owners eliminate guesswork and focus on real data that you can use to make powerful decisions in your business.