Let’s look at an interesting example from last November. As well as looking after its clients, AITOM runs a few e-shops of its own. A great example of how to analyse data from Google Analytics is the Movember campaign, which every November encourages millions of people around the world to grow moustaches to raise awareness of prostate and testicular cancer.
Labeloo, AITOM’s e-shop specialising in the sale of bottles, joined the campaign with a pledge to donate 20 CZK from every bottle sold specifically to research into prostate and testicular cancer. How did the campaign fare? The result was a 44.8% increase in traffic in November 2013 compared to November 2012.
However, we cannot be satisfied with traffic figures alone. For campaigns, we also track how many products were sold as a result of the campaign and how much revenue we generated. A good tip is to monitor which traffic channel brought customers to the site and led to a purchase. In our case, the newsletter emerged as the top traffic channel, driving the most buyers to the Labeloo e-shop.
Don’t be afraid to get to grips with Google Analytics and measure, measure, and measure again. That’s the only way to uncover weak spots. And does the combination of women and web analytics seem incongruous? I admit it, but I simply enjoy it. Thanks to the reports we create for our clients every month, I often get feedback on my work. I’ll check straight away how many of you have read the article and whether you stuck with it until the end.
And what shall we tackle next? In the next blog post, we’ll take a closer look at link building with Michal.
Read the previous instalment: Why explore Google Analytics: Part IV.