Customer loyalty is one of the most persuasive resources that enterprises and big establishments can have and certainly aspire to perk it up even more. However, improvement does not come easy; it necessitates constancy, discipline and testing which in turn demand measurement.
Conventionally, the extent of dedication of consumers was measured by employing well thought-out customer surveys. Frequent supervision metrics were designed although it not only involved a lot of costs, but also ran the risk of exasperating customers by taking up their time. Above all, such a metric cannot be entirely regarded as being massively consequential since it does not take in all dimensions of customer loyalty. No matter how many questions you have in place, there will always be an element of doubt regarding what customers actually mean when they opt for a certain option on your questionnaire.
Is Google Analytics here to save the day?
Many other platforms including Google Analytics gather statistics that provide you with more crucial metrics without any costs. However, the data collected does not always guarantee consumer devotion because they may be using only one or two metrics. Any change in the results could be owed to plenty of reasons and not necessary signify a drop in loyalty. For example, a rise and drop in the absolute number of return visitors could be on several grounds and should not be the sole factor for judging the loyalty of existing customers. Similarly, visitor frequency could by far be another misconstrued metric.
Google Analytics works best when you decide what metrics you would like
It is a good idea to abandon the metrics that Google Analytics displays. There’s no point in making decisions regarding customer loyalty based on those metrics. Rather choose your own metrics and go on to reproduce them in Google Analytics.
Different businesses develop their own unique dimensions to gauge customer loyalty, which not only involves bringing customers back but have them return with others in tow.
Some of the metrics that made sense to us are as follows:
i. Visitors who crave to know more
These are the visitors who are signing up to newsletters and updates to know more about your business and brand.
ii. Visitors who further recommend
Though it’s wee bit impossible to track every recommendation, Google Analytics assists in measuring this aspect either by (a) social referrals or (b) social interactions. Both of them are worth pursuing.
iii. Visitors who revisit
These visitors must not be confused with return visitors. Pick a time period based on frequency records, and the results that you get can be further segmented to see how new visitors are reacting to the business’s website.
iv. Macro-converters who convert yet again
Again, sort of impossible to authenticate conversion patterns over multiple sessions with Google Analytics alone, the dimension still does a great job at allowing you to view the number of visitors who have made several purchases.
All said and done, let’s take a quick look at the metrics in the Visitor Loyalty segment of the Google Analytics. The metrics are four in number and they measure the successful visits by the users.
Track how many people visit once or more than once with a special consideration for international customers. Measure and keep comparing.
The time taken for a visitor to return specifies the level of commitment with your business.
iii. Extent of visit
Engage your visitors by alluring them with well-planned content that they should click and be taken to another segment on your website.
iv. Depth of visit
Remember there’s always a room for improvement. So keep optimizing your pages to boost the engagement of visitors to your site.
Lastly, how can we improve loyalty?
- Regular assessments to ensure that the figures are improving.
- Make use of Google Analytics to the fullest. Analyze the pages that are performing well and replicate them to get the maximum benefit.
- Again, employ Google Analytics to funnel out ill-performing pages and make your decision based on whether or not you can eliminate them. Sometimes improving on the quality of the page or addition of links to other related posts works wonders.
What’s the bottom line?
Everything’s good, but do remember:
- Google Analytics is session-based which makes it inappropriate for determining a factual visitor engagement amount
- However, segmentation is a welcome addition that allows businesses to survey the use of visitor commitment calculation
- The measures offered by Google Analytics does help you uncover prospects that are not easily recognized through conventional means
- Feel free to play around to cash in on the full potential of applications
Would like you to recommend to read a recently published blog on MOZ about understanding of google analytics for the beginner’s.