Google Analytics is the most powerful tool to track your marketing efforts. Here’s a Google Analytics primer for jewelers.
One of the best tools you can use to track your website traffic is Google Analytics. The information is not only good from a digital marketing perspective but it can also tell you what types of jewelry your customers are most interested in. Consumers are spending more and more time shopping on their phones. They can’t help but do more research and make sure they’re making the right decision. This means more people are going to your website because they want to learn more before making a purchase. Google analytics can tell you who is landing on your site and what they’re doing on your site.
You may be thinking, Google Analytics is only good for e-commerce jewelers. That’s simply not the case anymore. Recent data studies show that 87% of consumers research a purchase either online or in-store. There are only a few “once or twice in a lifetime” purchases people make, and they include a nice car, house, engagement ring, or other types of jewelry.
Where does your website fall into the buyer’s research phase of your customer’s purchase? Do you think they haven’t seen your website, or looked up reviews and testimonials before they went to your store? When your website is in the palm of their hand, why wouldn’t they look you up before going to your store and making a purchase?
Your website is often the first thing consumers find when searching your brand. They go to your site and look at it as if it were a preview of your store. If it’s outdated and slow then they will have a negative impression of your brand. This impressions might cause them to not go to your store and, instead, move on to your competitor.
While this isn’t a blog about making improvements to your jewelry site, you can read all about it here, it is about Google Analytics and how it can tell you a lot about your current website. Valuable insight like how many visitors you’re getting each day, what pages are getting the most views, where is this traffic coming from, and so much more.
The best part about Google Analytics is that it is completely free. It simply requires that you place a piece of code on your website. Chances are your website has Google Analytics installed and, like most business owners, you don’t have the time or knowledge to go through the account. It’s normal.
Google Analytics can seem scary and intimidating because of the sheer amount of data it provides. The good news is that you don’t have to become a master at Google Analytics to get some real value and insight from it.
It’s free! Yes, this tool is free from Google. They are obviously collecting this data and using it to improve their own services but that doesn’t mean that your jewelry store can’t gain some valuable insight as well. Make sure you’re not paying someone a monthly service fee to give you access to Google Analytics.
Make sure you have the tracking code installed on your site. If you’re not sure about having the code on your site then contact your website “person” that made your site they’ll be able to install the right code. If you’re still having trouble then please reach out to us and we’ll be happy to take a look at your site.
Where is your traffic coming from?
Google allows you to see if traffic to your website is coming from the emails you send out, social media posts, organic search traffic, and much more. No more guessing where you’re getting the best return on your time and money.
Are you getting more visitors on mobile or desktop?
Trends are showing an increase in mobile traffic and you need to make sure that your website is providing the best experience for your users. Google Analytics is the best way you can see how your site visitors are viewing your site. The next step is to make sure your visitors are not being limited from browsing your site because your website is not mobile friendly.
New Users or Returning Visitors?
You may find that most of your visitors are landing on your website, going to your store and not finding a reason to go back to your site. That’s ok if part of your strategy but if you’re really looking to get the most out of digital marketing in 2019 then you’ll want to use you jewelry store site as a place your customers are constantly coming back to and getting more information about upcoming products, events, promotions, etc. Google Analytics allows you to see what percentage of customers are new and which ones are returning from a previous visit.
What product pages and categories are getting the most views?
The beauty of Google Analytics is that you can see data from selected date range of today, yesterday, last week, last month, or even a custom range. This means you can spot trends over time and make changes depending on what the data shows you. The key is to look at your data and test new ideas based on your findings from Google Analytics.
Let’s say you have a new collection of bracelets you want to sell. You can create a dedicated page to that collection along with product pages for each piece in the collection and add them to your website. Over time you can begin to see what products in the collection are getting the most attention. Perhaps a certain stone is getting more attention this season and you begin to gather ideas for your next collection. While sales information is always the guiding light that influences your next move, Google Analytics should reinforce and help you find insight about your customers as well.
Google Analytics has a ton of information and it can be extremely overwhelming. The best way to use the tool is to determine what you want to look at. Take a step back and look at your website from your customer’s perspective. After that, ask yourself what you want to track and for how long. At that point, you can go into Google Analytics and find what you’re looking for. The metrics we mentioned about are good points to start analyzing.
Looking to try new marketing campaigns and want to see if your Google Analytics account is set up properly? We can help you set up a strategy, execute it using a wide variety of marketing tactics, and use Google Analytics to measure the results. Let’s get started today.
Contact GemFind today to get started. 800-373-4373
Chat with industry peers and digital experts about your digital ideas and strategies. Join our group to chat about social media, Google marketing, and other important tools for today's jeweler.