Tracking the sources of sales is an
important aspect of managing an online business. Compared to the owner of a
brick-and-mortar store who can physically see the number and the type of
customers who enters his store and the specific products that they purchase,
online business owners can see the traffic or the flow of their customers
mostly by tracking the different ways that they are directed to their websites.
Google Analytics (GA) is one of the best
tracking solutions recommended by James Schramko when he discusses the
importance of tracking conversions at his site SuperFastConversions.com. It's
not nearly enough to just gather as many customers as you can; you also need to
set up your websites and your links in a way that would help you clearly see
where your customers are coming from and what paths they take to find you online.
The GA URL Builder allows you to generate
optimized links that you can post on a variety of online vehicles such as
social media sites, paid advertising campaigns on cost-per-view networks,
banners, PDF documents, and others. You will be able to see if web users are
clicking, for example, a link that you pasted on your Facebook wall to reach
your business websites along with how many are using this particular path.
Depending on the way you set goals on GA,
you can get a clear picture of where your traffic is coming from—searches,
referrals, direct traffic, or specific marketing campaigns. With basic graphs,
you can discover, with just one glance, where the biggest percentage of your
customers come from and what it means in terms of the effectiveness of your
marketing efforts. If a greater number of traffic comes from direct searches,
for instance, this tells you that a greater number of people are directly
typing in your site name on their browsers, and that means people remember your
brand and fully intend to visit your site instead of typing keywords on search
engines to find you.
By finding out the most successful traffic
sources for your business, you will be able to adjust your campaigns
accordingly and utilize more of the techniques that work rather than aim for
sources that generate less traffic and create smaller profits. You can strengthen
your campaign for weaker sources or continue to improve your marketing efforts
directed at sources that bring you the most customers—either way, you will have
an informed strategy of addressing your target audience and your techniques
will always yield positive results.
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