I was talking with Pamela Topper from Nexternal at the Wine and Grape Symposium in January. Nexternal is a wine e-commerce platform and she and I were discussing the power of data when it comes to wine e-commerce marketing. We both discussed our surprise over how many wineries still do not have the Google Analytics (GA) tracking code installed on their website. Many wineries just didn’t see it within their bandwidth to measure and track their online marketing efforts using GA. The thing is, it doesn’t take anytime to collect the data and you want to start collecting data now so that when you have the bandwidth you have the historical data to draw on.
Basic Google Analytics Reports for your Winery
Below I have outlined some out-of-the-box reports in Google Analytics that are valuable for your winery.
The site traffic report tells you how many people visited your winery website for a given period. This can become a game if you do any sort of online marketing efforts. Each week that you get your report feels like a competition with your prior weeks (or months) numbers. It can be very powerful to see your traffic to your website increase due to social media links to your site, bloggers writing about your wine, email marketing and other creative efforts. And it can become a puzzle to figure out why your numbers may have dropped. And the older your data gets the more powerful your analysis. With the older data to compare to, you can contrast your data from year to year comparing seasons, not the prior months data.
The traffic source report tells you the number of visits to your website you receive from another website like Faebook, Twitter, Yelp, Google Search, Bing, Pinterest, blogger links, wine directories & email marketing. I like this report because it helps me identify and focus on the most fruitful channels for website traffic and actual e-commerce sales. It also makes me wonder why one channel may receive less traffic, often setting in motion marketing efforts that can increase those numbers for that traffic source.
A bounce on your website means that someone went to your website, viewed one page and then left your website. Now this isn’t always a bad thing, they may have just needed the address to your tasting room or phone number and they found it immediately on the footer of your website. So you have a “conversion” and a “b0unce” because the user found the information they needed right away. And I suspect you will start to see bounce rates increase as websites conform to the newest “one-page” design standards (a trend that has started to gain more popularity in 2014).
But this bounce rate report can be very powerful when identifying browser (Chrome, Safari, Internet Explorer, Firefox, etc) or operating system (OS, Windows) incompatibilities with your website. You can dig into your reports and see if one type of browser has a really high bounce rate. If so, you most likely have an issue with your website and will need it remedied. This can also be insightful when looking at your winery’s mobile traffic bounce rate. For sure, you will have a high bounce rate if your site is not responsively designed.
This can take some extra effort setting up, this might be where you need to outsource an hour or two for a consultant to customize in your GA reports, but you want to track goals that show what marketing efforts are generating the highest return on investment (ROI). I see this as especially powerful for your quarterly promotional campaigns, like a Valentines, Holiday or Harvest Specials. You may be using multiple marketing channels to generate sales on those promotions and you want to see which channels are providing the best investment of time and money. These will also show you which marketing channels need some adjustments made so that you see a higher conversion.