What Small Business Clients Want To Know About Their Websites

Dean LevittFounder, Teacup Analytics

[email protected]

What Small Businesses Want To Know About Their Websites

Who Am I?A curriculum vitae of sorts

• Born and raised on a farm in South Africa, near Johannesburg

• Built Mad Mimi, acq. by GoDaddy in 2014 and was on the team that built GoDaddy

Email Marketing

• Previously Chief of Culture for Mad Mimi & Director of Online Support for GoDaddy

• Founder of Teacup Analytics

• I currently live in Tel Aviv, Israel

• I run, surf and travel

What Is Teacup Analytics?Teacup Analytics Simplifies Google Analytics for Small Businesses

• Launched in March 2016

• Teacup Analytics makes Google Analytics data simple and understandable

• Library of over 30 analyst-crafted reports

• Innovative grading system that qualitatively analyzes web traffic

• Monitors the impact that actions have on performance

What Your Clients Want To KnowWe asked, and small businesses told us

• The Teacup Team asked more than 300 small businesses what they wanted to learn

from their web data



from their web data.

• The responses showed that small businesses are very interested in their analytics

but…



from their web data


• They want to learn from their data

• Small businesses lack time and expertise to get real value from their web analytics

• This represents a great opportunity for web designers to create that value

“I've been terrified to go into Google Analytics because of how clunky it is to use but the data was very useful.” ~ Meera Kothand, solopreneur and coach



from their web data


• A pattern emerged: Small Businesses have five overarching questions



from their web data



• Each question can be tackled from a beginner or more advanced perspective

• These questions are opportunities to engage with clients and help them grow

• Build a long term relationship through insight, action and measurement



from their web data



• Each question can be tackled from a beginner or more advanced perspective

• These questions are opportunities to engage with clients and help them grow

• Build a long term relationship through insight, action and measurement

• Analytics, ultimately, is about relationship building with clients and their audience

Building Long Term RelationshipsYour clients, their customers and you

• Analytics is about finding opportunities:



• To help your client grow their business

• To help your client’s audience have a better experience



• Analysis creates a culture of continuous improvement for your clients



• Analysis creates a culture of continuous improvement for your clients

• This leads to a long term partnership between web designers and clients

• The designer creates value by aiding in analysis and in taking action

• The designer and client work together to grow the business and monitor the

results

A Tiny GlossaryYou probably already know this but…

• Goals – A goal is a desired activity that a site visitor might take

• Conversion – When a site visitor completes an activity (a goal)

• Channel – This is a source of web traffic e.g. Organic search, social media, referral

• Action – Something the business does to grow or improve their site experience

• Analytics – The discovery and interpretation of data

• Data - Individual pieces of information

• Analysis – The process of breaking a complex topic into smaller parts to better

understand it

Easy Analysis and ActionThe quickest way to find actionable insight with clients

• All analysis boils down to three possible actions



• Action 1: Do nothing!




• Volume is insignificant and results are poor

• Not worth time and effort

• Too hard to make an impact with current resources




• Action 2: Optimize!





• Traffic volume is significant but conversions suck i.e. low quality

• This is a leaky bucket, with holes you should plug before adding water

• You’re optimizing for conversions, and not worrying about volume





• Action 3: Grow!





• Action 3: Grow!

• Channel volume is low but has great conversion rates, i.e. high quality

• Ripe for growth because the bucket is water-tight


Results

Activity

GrowthOpportunity

OptimizationNeeded


Results

Activity

Direct: B

Organic search: A+

Referral: A

Paid Search: B

Email: A

Social: D


Results

Activity

Conversion rate: C

Bounce rate: B

Time on site: A+Site depth: A+

Ok, So What Are These Questions?

Question #1

Where Should I Begin With Google Analytics?

Where to start? I want to know everything! Basically how to best to optimize and gain

more traffic.

Jess Keys, The Golden Girl

Site built by:


• Clients want to know where to start



• This often includes implementation:

• Setting the right goals in Google Analytics

• Checking that the code is installed correctly

• Discussing business goals with the client and…

• Creating a wider plan to reach those goals with SEO, content marketing, design

updates, AB Testing etc.



• This often includes implementation

• Remember, the client is interested in opportunities to:

• Grow

• Optimize

Question #2

Where Is My Website’s Traffic Coming From?

Site built by:

Where are visitors coming from?

And what are some ways to get more users to the site?

Jasmine Katatikarn, Burger Lift


• Channel indicates intent

• Each channel can indicate what the visitors are looking for from you



• Grow vs Optimize

• High volume, low quality channels need optimization

• Low volume, high quality channels are ready to grow



• Grow vs Optimize

• Combine with intent to find your actions!

Question #3

What Is My Most Popular Content?

Site built by:

I want to learn what topics do best so that I can write more of it!

Christine Field, Real Mom Life


• It isn’t only about views

• Look for the pages that drive further engagement: Pages / Session



• Which pages are achieving your goals?

• Or rather, which pages are not?

• Top pages need to be part of a conversion process or contribute to business goals




• Look for intent by investigating the traffic channels

• Which channels are driving traffic to your good and bad pages?

• This can often indicate intent and help you solve issues




• Look for intent by investigating the traffic channels

• Check for under-performance by mobile devices

• Just in case…

Question #4

How Much Mobile Traffic Does My Site Get?

…across the millions of websites using Google Analytics today, more than half of all web

traffic now comes from smartphones and tablets. And every year, over half of the

trillions of searches on Google happen on mobile.

Google Analytics Blog, May 24, 2016


• Is your client’s site mobile-friendly?

• Optimized for mobile search

• Loading speed

• Content


• Is your client’s site mobile optimized?

• Is the site optimized for mobile conversions?

• Sometimes, designing for mobile conversions leads to amazing results


• Is your clients’ site mobile optimized?

• Is the site optimized for mobile conversions?

• Sometimes, designing for mobile conversions leads to amazing results

• Case Study: Hokulea

• Low conversion rate for new visitors via social media

• Most social media visitors were on mobile

• Redesign focused on solving this…

Question #5

Am I Gaining Both New And Return Visitors?

How can I keep old readers coming back for more, and continue to get new readers?

Sarah Jane Parker, The Fit Cookie


• Which channels are bringing me new visitors?

• And which are the highest quality channels for new visitors?



• Note any Paid Channels

• Are they working to attract new visitors or wasting clicks on return visitors for the

same keywords?




• Is return traffic steadily increasing?




• Is return traffic steadily increasing?

• Which channels need optimization to convert new visitors?

• And which channels work to attract return visitors?

The Reality Of These QuestionsMost small businesses only ask 1 to 3 questions

• While these are the most common questions, most businesses only wanted one to

three of these questions answered

• The web designers and developers I interviewed used analytics to drive regular work

with clients, but always coupled action with a measurement plan

Any questions?By Dean Levitt

Founder, Teacup [email protected]

What Small Business Clients Want To Know About Their Websites

Data & Analytics