Okay, your winery’s website analytics are not really “big data” and is in fact really small compared to the NSA, American Express, and Google’s massive amount of data. But it can feel very big to a winery of any size. But it doesn’t have to be hard to understand and it is not expensive to put in place the measurements tools. Basically, when you are ready to redesign your website make sure your designer not only installs Google Analytics but sets up custom reports so that you can easily put the pieces of your “big data” together.
I can’t imagine managing any marketing initiative without setting key performance indicators (KPIs) that are not directly tied to online data. Sure you can run reports in Facebook, Twitter, and your email marketing software, but the most important metrics should come from your winery’e e-commerce website. This is where the real conversions happen. Engagement outside of your website is really just a “soft” conversion; meaning it is just a first or second step in the final process of becoming a sale. Don’t get me wrong, these soft conversions are really important to the wine industry in particular – branding is a fundamental marketing initiative in our industry. But if you are measuring this funnel properly, your team can detect any roadblocks that might need to be addressed, and put in place measurable goals to see growth.
Conversions to Measure on your Winery’s Website
Tasting Room Location Page
Make sure your winery’s website designer set up a conversion point on your tasting room location page. This is a very real and tangible metric that you can measure and work on increasing the conversion ratio (conversions are when goals are achieved (product sale, reservation, etc). You want to be able to measure the conversion for “website visitor” to ’” ‘tasting room location page views”. Most likely if the user is viewing this page, this means you can expect to see a visit from the user. Let’s put this in perspective for a quarterly business goal with a KPI.
Goal: Increase tasting room traffic
KPI: Increase website traffic to tasting room location page view conversion by 5%
1. Launch a Yelp Pay Per Click ad campaign for search terms related to your winery’s location.
2. Launch a Google Pay Per Click ad campaign for search terms related to your winery’s location.
3. Put a call to action on your homepage to visit your tasting room, with a link to the winery location website page.
After running the campaign for 1 – 3 quarters, measure the following website data in your Google Analysis reports to see which marketing efforts received the best results:
Yelp’s PPC Campaign
1. Monthly traffic via the referral site yelp.com.
2. Yelp’s monthly reports – how many people viewed your yelp page?
3. Have a special phone number for tracking calls from Yelp users. How many calls did you receive?
Google’s PPC Campaign
1. Monthly traffic via the ppc advertisement.
2. Have a special phone number for tracking to measure calls from Google PPC ads. How many calls did you receive?
Homepage Call to Action
1. View your reports to see how many people clicked on the Call to Action.
Also, be sure to measure (if you have the offline data) the amount of tastings you provided this year to last year’s data. Make sure to compare by monthly reports, like April 2013 to April 2014.
There is still a bit of interpretive grey area because you can’t be sure the exact conversion of walk-ins (the people who viewed your location page from one of the above marketing efforts and decided to walk-in). Take the data with a grain of salt and understand it still has it’s limitations.
Other Conversion Points
You can also have your website designer set up custom reports to measure the conversion percentage and sales funnel for online product purchases. This data is golden because you can see what sources are sending you qualified buyers. Are blogger referrals more valuable than a social media referral? Are your PPC campaigns generating the returns that make up for the cost of the investment? Do your email campaigns convert subscribers to buyers?
You can do the same sort of tracking if you have an online reservation form. You can see what search terms the user is searching to find your website, book an appointment, and many other data points.
All in all, I see “big data” as a very underused business tool in the wine industry. This is another great example of the digit divide that exists in the wine industry.