Measurable Results. It’s what we’re all about. It gives us tools to see where we are doing well and also helps us identify areas for improvements. After all, life,technology and everything else is pretty much all about continuous improvement. So when it comes to wine, how is that different? It’s not.
Understanding Google Analytics is a key point. What does it tell you? Just about everything and is likely the most useful tool in your arsenal, but you need to understand it and know how to use it. Here is just a small partial list of what it tells you.
It tells you how many visitors visited how many pages and which pages they frequent. More importantly, it also tells you which ones they are not visiting. It also tells you if folks found you by use of a search engine, direct traffic (by typing in your web site URL), or if they found you by being referred to by another site, which makes them your ally and we can never have enough allies. You see, every piece of data tells you something and sometimes it may not be something you wish to hear, but it may be something you need to hear. With Google Analytics, you have to check your ego at the door as the truth can be a but tough to swallow, but armed with the truth, it helps you provide a roadmap to future improvement and prosperity.
With Google Analytics, you also know when they visit, from where they are visiting and how long they stay, including a key component called bounce rate. If a consumer goes to your web site and their very next move is not to another page on your website but instead they go elsewhere, that is considered a ‘bounce’. A bounce rate of over 20% means they get to you, but may not stay long enough to be engaged or purchase product.
Here comes the fun and beneficial twist. Combining Google Analytics with other data sources can not only tell you a lot about cause and effect, but can help you figure out what your next logical move might be to get more folks to your website and engaged. There is truth in sheer numbers to your site and you need to start there, but once there, there has to be enough engagement, also known as stickiness, there to keep the potential customer interested. This means you peak their curiosity to the point where they are willing to try something including making purchases.
All wineries on WineMatch now get free Google Analytics view paired with WineMatch data to let them know exactly what they need to do to increase their ability to leverage WineMatch’s technology engine. This helps wineries reach more consumers more frequently with truly targeted data. At WineMatch, it’s about combining Deals and Events with Wine Profiles to maximize your outreach. We only target consumers with information that tell us what they like.. Look, I don’t like bogus marketing e-mails any more than the next person, but if you listen to what I tell you I like, then show me something like something I like, I’m all ears. Okay, I have a few more parts than ears, but you get the drift.
So if you’re a winery and want to know more about that you need to do, just look at our WineMatch Statistics under the Overview tab. To see a larger example of a Beaulieu Vineyards report in more detail, click here. We also give you intuitive red, yellow and green dots (like a stoplight) indicating what is dialed in and what could use a little more help to take you to the next level of exposure and success on WineMatch. Just highlight over the red and yellow dots and we’ll tell you exactly what you need to do to maximize you ROI on WineMatch!
If you want to see your WineMatch Analytics, just log into your winery account . We’re always here to help you better connect with your consumer!