Sales Incentive Reporting Augmented with Google Analytics
In the world of sales incentive reporting, you are sure to have heard of Google Analytics. It’s a useful tool for measuring your sales incentive program’s website analytics and engagement. It collects traffic data and compiles it into useful reports that help measure basic information that is vital to the effectiveness of a website. You can measure visitors, traffic sources, content, and goal progress. All essential pieces of the puzzle to the long-term success of any incentive program.
“But, how do I use Google Analytics in the context of sales incentive reporting?” you may ask. Great question!
Key Behaviors to Track in a Sales Incentive Program
One of the most important things for any sales incentive reporting on a program’s site is understanding key user behaviors. Knowing how a user interacts with your website can greatly influence decision-making when it comes to adaptations or additions that can help optimize engagement. Let’s take a look at some of the most important metrics to track and why they’re so crucial:
1. Users / Unique Pageviews
The most obvious metrics to account for (and the simplest) will be the number of users that visited your site, and consequently, the number of unique pageviews they create. The difference between “unique pageviews” and “pageviews” comes down to measuring behaviors of individual “users.” If a user repeatedly opens a page on your site, each individual visit will count towards the total pageviews, but only account for one unique pageview per session. Understanding the ratio between pageviews v. unique pageviews will help explain how your users are utilizing the website. If it’s nearly a 1:1 ratio, you can safely assume that there is a low number of returning users, making it difficult to communicate on program updates using the website alone.
Knowing how a user came to your site can impact your communication strategy for the sales incentive program. Users can arrive directly, by referral, organic search, or through social media links. If the majority of your program’s participants are coming via “referral” (think email campaigns), you know that the email campaigns are most effective in driving participants to your site. In the case of “direct” being the leading source, you could safely attribute it to physical communications such as mailers or promotional posters. Having a grasp of the primary sources of your userbase is key to planning your communications campaign.
3. Bounce Rate / % Exit
Two very similar figures, but with an important distinction. “Bounce” is an exit off the page the user entered on after no interaction with the page, where “Exit” is the user actually ending their session. Having a high exit rate on a form capture page or an award fulfillment confirmation is to be expected. Conversely, if the % exit is high on your site’s homepage, there may be cause for concern. Your users may not be finding the information readily enough. This can be proven by looking at the bounce rate of pages linked to your homepage. If the Rules page or Contact page has a high bounce rate, there may be an opportunity to provide more attractive links back to the desired call-to-action.
4. Avg. Time on Page
How long a user spends on a particular page is another clear indicator of how your program site is being used. The pages with the highest avg. time on page are the prime targets for communication with your participants. It may not be worth having a “News” or “Updates” page if you can feed the information to their “User Dashboard” or “Award Fulfillment” page as a notification or small alert container.
Anyone can Learn Google Analytics for Free
If you’re new to the Google Analytics game, no worries! There are multiple resources you can use at no cost to you or your organization. With a few hours of study, you’ll be navigating your way through Google Analytics like a pro.
1. Sign up for Google Analytics Academy – it’s free and easy to use!
2. Watch YouTube tutorials – need help on something specific? A quick search can answer your questions right away.
3. Set up customized reports – review key metrics over time to gain insights. Google Data Studio is a fantastic tool for creating variable reports that look great.
4. Download our guide to Understanding Google Analytics to start exploring some of the many capabilities it has for perfecting your sales incentive reporting.
Once you review these resources, you’re several steps closer to becoming a Google Analytics master and having a more successful incentive program! Of course, we’re here to help however we can. Feel free to drop us a line if you have any questions, or just want bright ideas on improving your sales incentive program.
For those wondering about even more in-depth technology solutions to help you run your program smoothly and efficiently, check out our guide on Choosing Incentive Software Platforms.