I’ve recently been giving a series of presentations with ScotlandIS to the Tourism and Food & Drink sectors. This has been as part of a wider series to improve the overall level of Internet Retailing skills and experience across Scotland, with my particular topic on the opportunities for eCommerce.
During this 25 minute set I take a break from providing statistics, advice and examples, to do something a little more interactive.
In one slide I build the following set of bullet points:
- Stand up please
- Stay standing if you currently have an eCommerce site
- Stay standing if you are using web analytics
- Stay standing if you use it to get regular KPI’s (visits)
- Stay standing if you have ‘goals’ set up on your site
- Stay standing if you are measuring eCommerce values for these 'goals'
Although quite a few people initially stand, it is surprising to see nearly every person sit down as each point appears. And in all three cases where I've given this presentation so far… only one company or site is left standing.
Although this exercise is there to provide a break from ‘death by PowerPoint’ and to show the simple path to analytics maturity, it has been a bit of a revelation to myself and the other eCommerce consultants in the room to see just how many people are not using even some of the more simple digital analytics functions.
What’s more shocking is my final point.
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All of this is free!
Yes, with Google Analytics, all the points I have highlighted are freely available to any internet retailing site. Or as I more succinctly put it… “GA should be the eCommerce practitioner’s best friend”.
Hopefully I have not only communicated how simple and cost effective this tool it, I have also helped some Food & Drink and Travel & Tourism businesses.
