So what are some key points of data we want to be looking at to see if what
we're doing is actually effective and working,
especially important if we're getting ready to try and scale, uh,
any type of e-commerce and digital business. Um, so the first things are,
you know, the big questions. Who, where, what and when, right?
We need to know everything from where traffic is coming from,
what's getting a good response, what's not,
how people are moving through your site, how people are getting to your site.
Um, and that can tell us where we need to focus our efforts, um,
or where maybe things we're doing right now or already working,
and we can capitalize on that. So, very detailed views of this stuff,
especially on the website side, are gonna be something like Google Analytics.
It does require expert level integration and installation. Um,
and it's not that easy I don't think to navigate and read,
but it does tr provide a tremendous amount of detail.
So if you get to the level where you're really needing to kind of push
optimizing these sort of things, um,
I would probably recommend hiring someone to spend their time working on this,
even if it's only like, you know,
a recap at the end of the month or end of every week so that you can focus your
time on other things. Starting out though,
there's a lot of really simple tools that can work well for us to kind of put us
in the right direction. So something like, uh, campsite.bio, uh,
I think Link Tree also does it, but the social profile linking things, uh,
that are out there, there's multiple of them.
They will often give you like views, click throughs, um, and stuff like that.
So you can at least tell what's out of the people who are landing on that link
page, which links are getting the most clicks, uh, which are the most popular.
And then you can look on the backend using something like Full Story or Hot Jar,
and those basically will integrate with your site and tell you, you know,
what kind of what path customers are taking through your site. It'll tell you,
you know, everything from where their cursor's going, what they're clicking on.
Uh, if they click on something and it doesn't load right away, you'll get, uh,
things that'll call rage clicks,
which people are just like clicking something rapidly to try and get it to work.
That can also be a thing telling you, you know, if your site's running slow,
if there's a broken link that you maybe didn't, uh, know about, um,
lots of valuable information in those. Uh, those I think are much easier to use.
They do take some a bit of a learning curve though, um,
but they're not terribly expensive. Again,
not something you need starting right out of the gate with, uh, you know,
with a tight budget.
But definitely something I would recommend looking into down the road as you
start trying to scale, uh, depending on what type of services you're offering.
So metrics and KPIs or your key performance indicators are gonna depend on what
your business model looks like. Um,
so these are just some quick examples of things that you might look at as to
then, you know, the number of opt-ins. Um, you could even look at, uh, you know,
the conversion rate on the opt-in pages, uh, so you know what to split test,
which we'll talk about in a second. Uh,
how many free products are getting downloaded if you have multiple,
which ones are getting downloaded the most? Um, application submissions. Uh,
if you have multiple pages where the people can reach those submissions,
which ones are getting the most, uh, which could tell you popularity, again,
you can look at conversion, click through rates, um, new member signups. Again,
same thing. Conversion and click through rates.
You're using multiple pages or multiple routes that people are getting, uh,
to those signup pages. And then on the back end,
if you're running membership stuff, you know, retention and drop off rates, um,
giving you the idea of, you know,
how long people are taking to either consume all of your resources or if maybe
if they're canceling after only a month, it's not that enticing.
Maybe we need to change something in the overall structure. Um,
lots of lots of details and data we can get from single numbers if we know where
to look. Um, and there's, there's,
I'm sure free courses and resources out there that can really dive into a lot of
these that are gonna be,
be beyond the scope of what we're doing in this kind of like jumpstart course.
Um,
but just wanna make you aware of these for things that you might want to look in
or hire someone to take care of down the road when we're trying to actually
scale things.
A lot of these metrics will actually be tracked within their own respective apps
or integrations or software. So, uh, things like, you know, w commerce,
active campaign, Shopify will tell you a lot of, uh,
types of in indicators and metrics here. Um,
so you just need to know which ones you wanna look at. Um,
so you can kind of keep those organized and not, you know,
spend time just clicking around the back end of your website, um,
as you get to a certain level or you have a ton of these, or, you know,
depending on, again, depending on what your business model is,
you may end up hiring someone to actually just manage,
keeping track of all this stuff for you,
give you the summary at the end of the week, um, action items,
that type of thing. Um, and then you can use a lot of these to kind of, uh,
usually correlate changes with either changes in your marketing strategy,
types of posts you're doing, uh,
changes in your email campaigns if you know you're trying to optimize an email
sequence for a free product, product download, you know,
those follow up sequences like we talked about, um, changing the, a copy,
all types of things in there, uh,
that you can really dive into to keep scaling up all the levels of your
business. When we're looking at traffic,
obviously that's just basically where do customers come from,
but we can also be looking at bounce rates, uh,
which basically just means someone's landing on a page and basically clicking or
exiting within a couple of seconds. Um, landing pages versus exit pages.
Landing page, obviously, like it sounds,
the first page someone lands on when they enter your website from
whichever avenue that may be, exit pages,
what page they last saw when they left. Um,
and then that can tell you things like, oh,
they clicked on this article as a landing page, but they stuck around for,
you know, visited four or five other pages. Okay,
well this was probably a good piece of content then if that's happening
consistently to entice people to look more into what I have here versus
someone who lands and bounces, like, okay,
well that's maybe either it wasn't interesting to that person,
or if that's happening consistently, maybe there's, you know,
a load time error or maybe the content itself needs to be changed.
So lots of insights we can gain from this kind of stuff.
Show you areas we can improve. Other metrics, uh,
and this again comes to kind of, um, the traffic side of things. So,
simple example here,
about half of our traffic comes from this was pulled from one of our sites.
Half of our traffic comes from mobile devices.
And this is pretty much true of any website nowadays, right?
So we need to make sure that all of those pages, especially the landing pages,
but ideally everything can be mobile friendly or at least mobile,
like mobile optimized. Um, because if it's not, if the formatting's off, um,
even if all the content on the page is great, uh,
it can kind of skew the customer's perspective,
especially if they're brand new and they're like,
this page isn't formatted correctly.
It's immediately kind of like a little red flag for all of us that like, ah,
maybe they're not on top of everything. If the page isn't formatted correctly,
how good is the information?
Even though there may be zero correlation whatsoever. So making sure,
um, especially if you're hire, um,
hire more active on social platforms that are built for mobile like Instagram
and TikTok, if your traffic is coming through there,
they're probably gonna be on a mobile device,
even though Instagram now has their, uh, you know, uh, desktop browser, um,
available, uh, to use and it's a little more friendly. Now,
most people are still using mobile devices, so if that's where the bulk of your,
you know, marketing and presence is, definitely need to pay paying attention.
Make sure the the website itself is mobile optimized. Um,
even though we're typically building or designing those websites on a computer
nowadays, there's often, um,
options to easily switch to like a mobile preview to make sure everything's
still in the right place.
Split testing is a big one. Um, and this will,
you could do a whole course on split testing and tracking stuff.
Here are like the big hitter points.
Basically we're just taking different components of whatever is being presented
to the customer and trying different variations to see which one gets the best
response. That's basically all we're doing. So for a landing page, um,
this could be, um, just a page describing your product, uh,
sales page and opt-in page, whatever, trying different headlines, uh,
different subheadings, different colors, different fonts, um,
different videos if you have an explainer video or something on the,
the front page. Um, the offer itself, whether that's, you know,
testing out different price points, uh, bundles, how you make the pricing, uh,
look right,
if you have a single price versus a price that's crossed out and then a new
price, you can test all of those things and it may make an impact, um,
depending on how much traffic you're getting and what the offer is, obviously,
um, that could boost your sales or decrease your sales.
So this is one of those big things,
especially as you start putting a lot of money into, uh,
ads or stuff potentially down the road.
These are definitely things you're gonna want to focus on or have someone
managing. Um, these different types of tests for emails, uh,
like your follow up sequences, these are usually easier,
like really easy to test. Um, subject lines, basically, which ones,
which emails are getting open more or less based on the subject line.
A lot of the things we've talked about in the past,
like the customer email management systems will give you abilities to
build or do a split test of a subject line. So you can write one email,
tell it to do a split test, put two different titles on it,
run it through to whatever, a hundred, a thousand people, um,
and see which one gets a better open rate and be like, okay,
well that's the winner. And then maybe you split that,
test that winner against another one,
and you just continuously pretty much keep doing this, um,
until you basically max it out. And then openers is basically just, you know,
that first couple sentences. Do you have a good hook in your email?
Especially if it's a sale, uh, sales email that you want people to read down,
uh, the line to potentially buy something posts. Um,
this one's a little harder to do, maybe, maybe not. Um,
you kind of need like a manager to do it, uh,
or a social media manager or someone who's constantly looking at this stuff. Um,
because I, the,
the current tools on a lot of the platforms just aren't really built, uh,
for this. Um, but the types of images and videos, um,
so it could be a specific way you're editing, um,
a specific type of post, um, you know,
different types of reels versus images and sliders versus the way the images are
formatted in the slider. Testing out those things, see which ones get, you know,
better reach, um, more likes, more shares, more saves, those type of things.
It can be really hard because there's a lot of confounding variables.
So you kind of need a lot of these, um, to look across a broad range of time,
um, to see which ones are performing better. Um,
and that could be specific to your niche, um,
or it could just be the fitness industry in general.
So always looking at the trends in the fitness industry can help with this to at
least push you in the right track if you want to kind of use that as your
guideline. Or if you're just like, this is my brand, this is what I do,
then stick with that and then work on what variables you want to split.
Test tracking links. Um, these can be kind of a headache in my opinion.
Um, because again,
setting up some detailed ones through like Google Analytics and stuff does take
some knowhow. Um, I'll, I have a resource linked below this video,
going through the Google Analytics stuff and making tracking links. Um,
but that, that again,
could be something that you're probably gonna want to hand off and not run
yourself necessarily. Uh, easy ways to do this. There's usually like affiliate,
um, plugins. So these are plugins,
not integrations that go on your site where you can make tracking links, um,
and use in that regard. Um,
I won't spend a ton of time going through that here.
They're pretty self-explanatory. When you look at the, um,
the plugins themselves, they tell you how to use them. Um,
but you can basically make tracking links that you can, you know,
everything that comes from your social profile has a specific tracking or a
campaign on it, emails from a list or a specific email.
Have this type of code on it. So you can see where customers specifically are
Coming, coming from if you're referring them. And you can see kind of how that,
uh, plays out. Um, keeping in mind, um,
performance on the post stuff is not limited to likes and shares.
You don't actually make money off of likes usually. Um,
so you need to look and see which metrics actually correlate the best. Um,
with your KPIs. It might be likes, it might be shares, um, it might be saves.
Um, it kind of partly depends on how the algorithm works, uh,
and how specific your actual audience is. Um, so right,
so if you're just posting stuff to try and make, you know,
quote unquote viral content, that gets a lot of likes.
Depending on what your audience is,
you might get a lot of followers that are never actually going to buy from you,
right? So you can post booty picks all day and get, you know,
thousands and thousands of followers.
But if they're not people who are actually gonna buy, you know,
a booty program or whatever product you're selling,
that's not really helping you and it might actually work against you because
then the algorithm says, oh,
these are the type of people that are following you and you want more of those.
I'll keep giving you these type of people,
even if they're not people who are actually gonna buy anything.
So I would recommend sticking on brand with posts
and products and things that are going to talk to your avatar,
to your target customer,
rather than just focusing on maximizing likes and shares all of the time.
So that is the intro to business data.
Hopefully that gives you some, uh,
helpful things to think about when planning ahead, uh,
kind of laying out your business model, um,
and looking at how you want to scale and optimize things in the future.