Sales Revenue falling? – Here’s an Analytics Checklist – Part 1

If your sales revenue has just dropped off a cliff it can be pretty scary – and sometimes quite difficult to see where the problem lies. If you don’t have an analytics package in place (at a minimum Google Analytics) you will have an almost impossible time trying to ascertain the problem – it’s like driving at night with no lights!For some basic advice on the importance of Data Analysis see our white paper at Data Analysis for SME Retailers (166) and for detailed information on what data analysis package to buy you can do no better than going to eConsultancy and reading their latest analytics buyers guide  (http://econsultancy.com/reports/web-analytics-buyer-s-guide-2008).

Back to the present though – and assuming you have an analytics package, how can you use it to ascertain where the problem lies?  The first step you need to take is to see whether the problem is in traffic levels or conversion – Have the numbers of people coming to your site dropped off or are they still coming to the site in the same numbers but for some reason are not buying? Read more