The Benefits of Using Google Analytics for Small Businesses
Google Analytics may be the Fitness Regime to get your Gym to its’ Best Performance in 2022.
What is Google Analytics? It is a Web based analytics tool that is used to measure and report website traffic. When designing a Digital Marketing Strategy for a small business, you need to incorporate a Control System which will let you know whether you are on target to achieve the objectives set out in your plan. Without using a control system such as Google Analytics you are essentially running your business blind as you may be using tactics that are no longer strategically or economically viable and trust me nobody wants that!
I know it may seem daunting at first all this “data” and learning how to navigate through it. Once you take the leap you will find it is simply a great tool to help you unlock key business questions and help you gather and analyse the business data that really matters, and who knows what opportunities may lie ahead once you have the right information to help you grow your business!
Below we have highlighted five benefits of using Google Analytics for your business.
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Google Analytics is Free
Yes, I did say free! There is no financial cost for your
business for using Google Analytics. This is a huge benefit to small businesses
such as Gyms and leisure facilities, especially considering the information you
receive does not impact the bottom line.
Conversions
With Google Analytics you can track various goals you have
set up on your website. If you are selling Gym membership, Studio Classes or
even merchandise on your site you can set up an eCommerce tracking to monitor
sales.
Audience
This is really important for small business such as gyms,
through Google Analytic we can see where your visitors are coming from. If your
fitness business is located in Tallaght, Dublin and analytics is reporting that
the majority of the visitors on your site are coming from Tullow, Carlow, then
that is a red flag that your site needs to be better optimised for Tallaght or
that your PPC targeting , might be incorrect. Knowing how your visitors find
and use your site will also help you make informed site structure and content
decisions.
Membership Sign Ups
With Google
Analytics you can track metrics such as revenue, newsletter sign ups, page downloads
average order value and more. If you are a small gym owner, you could consider
tracking membership signups over a period. When pairing the data with
membership drop-offs you can get a good visualisation of your retention rate.
This is helpful data when trying to understand your members.
Overall, when you have access to analytics and
in-depth custom reporting, you can analyse and understand your business better.
You’re able to make future projections about earnings, convert more leads to
members, retain members longer and grow faster.
By Kelsey Smyth
I like your points on optimisation - again something that is driven by data which can be easily picked up with the Google Analytics tool. Data is key in knowing the ins and outs of your audience and links nicely to conversions because obviously if you have the data right and audience is know then hopefully that translates to a conversion. I agree with your point when you say that this tool will help you understand your business better - definitely - it might even show information to be useful that you would have never thought yourself to use.
ReplyDeleteA lot of us tend to think in the "here and now" or in the past and with a tool like Google Analytics, you can easily get lost in what has once been; how many page views last month, how many signups over the last year but you made a great point on using Google Analytics for future projections which I think a lot of businesses, those smaller and new to GA in particular, might overlook. Great call out here, Kelsey! I also love your tagline, super eye-catching for small businesses in the fitness industry looking for their business fitness regime!
ReplyDeleteThanks for sharing, Kelsey. Especially liked your point on gyms using Google Analytics to track membership drop offs. Knowing as much about your business as possible, and your customers is a recipe for success in terms of knowing what you're doing well on and what you need to improve - if newsletter sign ups are low, change up the content, etc. Google Analytics really can provide powerful insights into a business, and, if used correctly can give a business that competitive advantage they are looking for.
ReplyDeleteGood point about how small businesses need control when setting out their digital strategy, having targets, and ensuring that they achieve their objectives. With the use of Google Analytics, small businesses can better understand their audience, and as you mentioned, it avoids running your business blind. Interesting how small businesses can track metrics, for small gym owners, this is a very useful tool to help monitor drop off rates for gym memberships and also helps better understand their customers. Great article and very useful tips for small businesses considering setting up Google Analytics.
ReplyDeleteKelsey, this is a great article on why to use Google Analytics and the top 5 benefits of incorporating it into your business practices. There is so much that you can measure and Google Analytics is a great way of making you focus on what goals you think are important and measuring that. This will give you the tools to make good businesses decisions. The fact that it is free just means why would you not use it? As @CiaraG mentioned, if used correctly it can give a business that competitive advantage that everyone is looking for.
ReplyDelete