When business owners hear the word “analytics” they think of using Google Analytics to track Web page views and other aspects of website performance. Though Web analytics are important, additional metrics should be tracked. Entrepreneurs who want to delve deeper into online skin care retail performance, marketing efforts, and the customers these target should monitor the following analytics.
Funnel analytics offer data regarding the flow of customers from lead generation, online registration, and other avenues. Specialized software reveals more about customer funnels than a basic Web analytics tool will. Skin care entrepreneurs use this to understand how the leads obtained through relevant funnels are performing. Data guides improvement of these funnels to create a more attractive bottom line.
Once they understand how visitors arrive at their websites, skin care retailers must learn what these individuals do from there. Click and mouse-move heat map tracking tools yield on-site engagement analytics. A click heat map tool provides a visual representation of the locations where a cursor clicked on a website, helping to identify issues with navigation or usability. Mouse-move heat maps illustrate where visitors move across and hover on pages. This reveals whether the site is intuitive for its intended audience.
Customer analytics allow new skin care retail entrepreneurs to survey customers. This data identifies which customer needs are not being fulfilled and whether there are issues with marketing efforts. Lifecycle analytics reveal the best communication channels for a target audience. Relevant tools assess whether marketing emails, electronic newsletters, and in-app messages are effective. Additional features enable entrepreneurs to edit their online communications to improve the performance of these.
Marketing analytics should be reviewed separately and the relevant tools monitor and compare various marketing channels in a single location. Skin care entrepreneurs use these to learn which marketing approaches are most effective. They are even able to measure the success of each marketing campaign. This data helps skin care retailers to allocate their online marketing budgets effectively.
Data can be overwhelming so many business owners stick with the same tools and measurements they have used for years. This can cause them to miss opportunities to improve online skin care retail performance. By tracking and measuring the additional types of data that are now available, skin care entrepreneurs can learn more about their customers and alter their businesses to meet customer needs. If assistance is needed, the professionals at Illumination Consulting can help.
*Photo Courtesy of Colin Zhu via Creative Commons License
