Many small business owners’ eyes glaze over when people start talking about analytics, click through rates, and abandonment funnels. Really, there’s a lot of jargon that goes with measuring a site with analytics.
Small business owners should be paying attention to their site analytics because the data provides useful insights into their site traffic, which ultimately leads to more sales. If you’re not paying attention to your site analytics, your business is leaving money on the table.
The problem with most analytic packages is that they’re large and confusing, providing tons of data without much instruction. Fortunately, there are only a few really important metrics that small businesses owners should track to get the best results. It’s like the 80/20 principle: these are the 20 percent of metrics that provide 80 percent of the most value to small business owners.