Whether you work in-house or for an agency, you have entountered this issue. I have spoken to many business owners and colleagues alike and when I ask them "why do use Google Analytics?" they almost always said: "it's free and and it's the most popular tool".
But they don't actually know for real why they NEED to use web analytics. If they come to me for advice is because they need me and this means, most of the time, they want more traffic and more leads from analysisng the data.
Whenever someone asks me for insights from Google Analytics, I always tell them to stop and look at the quality of data first. Doing web analytics is less about getting insights from numbers, telling stories and measuring everything and more about customising your data set to your business goals.
Ok, you have the data, but are you 100% sure this data is reliable? Is this the data that you need? Or is there better data?
That's why I don't recommend selling web analytics services for reporting data. Web analytics is a tool, a means to an end.
What you should try to sell is the value for business growth.
Let's take SEO an example. If you go to your clients and sell them the SEO tasks, like building links, writing content, optimising for H2 and H3, everyone would scratch their head and asking you why do they need this?
But another thing it trying to sell the value: you prove real world examples of getting free traffic from being on #1 on Google for a given keyword, that is relevant to a business.
Now they are listening.
So here are my tips for selling web analytics to anyone.
What are your business goals?
I have heard many times from professionals web analytics consultant who left their own 9-5 jobs and became freelancers. but when asked "what are your business goals?" they wouldn't have an answer.
It surprises me that these high skilled professionals didn't think about their own business goals. It's important to understand how solid are your business goals because these will be the foundation of your sales, the mirror of your skills.
Remember that you need to compete with other agencies that probably have £ millions in budget and can set up offices around the world. This means your sales plan is going to be very different than theirs and so are your clients.
Calculate return on investment
To understand how to save marketing budget, or spend it to achieve higher ROI, you must do an analytics audit first. Once done, you can uncover opportunities and define growth scenarios for your client.
If you can put together a proposal that demonstrates a solid return on investment, you are more likely to get your contract signed,
In your proposal you can start by saying "I am able to increase your revenue by £25,000 per month". To be able to say that, you must confident that the growth opportunities are there and you have identified them.
Let's see how you can achieve this for a proposal.
Normally I start at what we know:
Pro tip: ask your prospect questions related to their business
The average customer is worth £2,500
Their lead to sale conversion rate is 8%
You have promised in your proposal that you can increase revenue by £25,000 per month
They have accepted to make this happen for a monthly cost of £2,500
For the next 6 months you need to generate 10 new customers (=£25,000)
We know that their conversion rate is 8% from lead to sale. In order to secure 10 new orders you need to generate 120 new leads over the 6 months period.
A decent website normally generates 5% to 10% new leads from their visits. If we use the 5% visitors to leads conversion rates, you need to generate 2,400 new visits in the next 6 months.
Calculation: 5% of 2,400 is 120, which are the extra leads you need to generate in the next 6 months.
In terms of days, this means 13 new visitors per day on average (6 months = 180 days).
This is how you calculate the return on investment. Consider that those 13 visitors per day are over the 180 days, and it will take you some time before your reach this number.
This way of calculating the ROI sounds much better than saying "I will implement your web analytics and give you better data".
Reporting on Goals is the most important report to share
If you like numbers, goals reports become second nature. They don't have to be boring nor complicated. Since when I started looking at data many years ago, I have always tried to understand what people do on the website. While most of the websites are built to increase business results, most often what happens is that users do not complete any goal (or not as many as you want).
By tracking goals early, as your website grows and you get more visits, you can collect useful data and connect it to your goals, you get amazing insights.
A few examples of goals report can be:
What is the conversion rate for leads?
What does this above compare to last month or year?
Which pages are contributing to the leads?
How are these pages comparing?
Which sources bring more visitors and leads?
The reason why you need to answer these questions is because you understand the importance of your own work. Google Analytics was built to report on business results and one of the easiest ways is always to compare data like for like, month by month and year on year.
When you want to sell web analytics services to your clients, start by goals reports to show the value of numbers and comparisons and the impact of your own work on their business.
Nobody can argue with numbers.
Work for data quality
Learning how to track the right data is very important. Identify problems related to data quality and fix them. Getting the right data can actually bring a real difference in understanding the true website performance.
Google analytics offers segments to find meaningful data and make comparisons that allow you to set your workflow.
Let me show you an example.
Recently we have noticed that the home page bounce rate on mobile devices was as high as 91%, while on desktop was 41%. I couldn't understand the reason on first sight. Then I have investigated deeply all the traffic sources pointing to that page and noticed that, by comparison desktop data with mobile data, only referrals sources were bringing trhe bounce rate to 91% on mobile devices.
I have then identified which referral source was responsible for this and it was our Wifi provider.
In other words, long story short: when people entered the building of my client, they were connecting to their Wifi for free from their mobile devices. Once connected, they were redirected to the home page of the website.
But since users were not interested in the home page, they suddenly close the page and started using the free Wifi. This caused the very high bounce rate.
This quality of data wasn't relevant to my client. So with web analytics you can identify these issues, get a deep understanding and report on true data.
Know your audience
One of the issues when I speak to digital agencies is that they don't have a clue of who their customers are. When I ask "who is your ideal customer?", they reply anyone with the website. No, no and again no.
If you sell web analytics for a low price, you will only attract small clients with very little money to invest. But if you want to attract companies with medium/ big budgets, you need to start your proposition on a different level.
You can't be everything to everyone, you must decide who is your ideal client and go with it.
Answer these questions:
What are your target businesses?
What is your target location?
What is your target company size?
Who is the decision maker?
What type of budget must they invest?
What are their revenues?
What are their pain points?
If you find hard to answer these questions, I would advice to write down your strengths and weaknesses, so you are in a better position to know what you can add the most value with.
Is web analytics implementations or is it conversion rate optimisation you are most skilled at and experienced with?
You need to consider all the above points to start selling your web analytics services to your clients.
Think about your own goals
Calculate the return on investment
Report on goals with web analytics