Why small business owners should know about Digital Analytics?

Why every business should know digital analytics to truly understand customer’s online behaviour.

These days it’s important to understand how people behave before they purchase things online. The behaviour of customers otherwise known as a buyer’s journey, is split into stages down a ‘purchase funnel’ By stages, it’s better defined as the steps in a sales marketing funnel. That is, what are the different customer interactions they experience along the ‘purchase’ funnel that eventually leads them to a transaction.

3 Stages of a Buyer’s Journey – ABC

There are three (3) key stages in a ‘purchase funnel’ (buyer’s journey).


The first stage is known as acquisition. It’s all about building awareness and generating user interest.


The second stage is known as behaviour. Behaviour is when the users engage with a business.


The last stage is known as conversion. This is when the user becomes a customer and performs a transaction with a business.

The incredible power of the online world, is that, it is measurable and trackable using data like digital analytics unlike the offline world, where this would be hard to quantify.

Digital analytics can track information like what online behaviours led to a customer’s purchase, and businesses can use this data to understand about ‘how’ they can reach more customers, new and existing.

What are some examples of online behaviour data?

Let’s say, you have an online store and you recently ran some online advertising campaigns. Digital analytics can provide an insight into the success of such online campaigns, and measure which campaigns were most successful in increasing sales. Knowing this valuable piece of information means you know where to spend more of your marketing efforts to get the results you are after.

Other examples include using data to understand a client’s behaviour on a website that eventually leads them to the online cart section to complete a transaction.

It can also point out hurdles for customers to successfully complete their purchase. This can indicate the online cart process is taking too long, and customers are abandoning their shopping carts which means there is a real problems, and it requires an urgent fix.

Other useful data

Whilst the examples highlight the data that can be collected from websites, analytics like Google Analytics can also collect information from other systems like game consoles, mobile applications and other CMS (Customer Management Systems) and generate data reports that businesses can analyse and learn about their customers buyer behaviour and journey.

With factual insight, it’s easier for businesses to make smart and effective marketing decisions to reach more customers and to drive business goals further.

*Research: Google Analytics
By | 2018-07-31T11:24:30+10:00 July 31st, 2018|Analytics, Google, Small Business Digital Marketing|0 Comments

About the Author:

Jenny Lee-Koksal
Freelance Digital Marketer - Love all things DIGIAL | ONLINE | SOCIAL. I currently help Australian small businesses and solo entrepreneurs who understand the need to go digital but simply lack the time and the knowledge to do so. I become part of your business and assist where I can with your digital marketing needs.

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Inbound Marketing is marketing focused on getting found by customers. It’s customer-focused. It’s helpful. Inbound is about being a part of the conversation. Being a part of that conversation means sharing helpful, relevant content with the world. It’s about drawing people in -- that’s why it’s called Inbound, after all. And most of all, it’s about creating marketing that people love.


Starting at the beginning, you’ll need to attract strangers to your site, turning them into visitors to becoming prospects. Some of the most important tools to attract new users are blogging, optimising your website, and social media. In today’s world, buyers have all the power. What about the last time you made a purchase? Did you call up sales asking to buy? Or did you hop online and do some research?


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Now that you’ve attracted the right visitors and nurtured the right leads with engaging content, it’s time to transform those leads into customers. In the Close stage (converting leads into customers or clients) tools like email and a Customer Relationship Management system (CRM) can be used to help sell to the right leads at the right time. Knowing who your Buyer Personas helps with the conversion.


Inbound is all about providing remarkable content to your users, whether they’re visitors, leads, or existing customers. Just because someone is already a customer doesn’t mean that you can forget about them! Inbound companies continue to delight and engage their customer base, turning them into happy promoters of the products and services they love. It's about creating marketing people love.