Maximizing Online Sales for Small Businesses: Understanding Website Analytics

understanding website analytics

Having a strong online presence is crucial for small businesses to succeed. However, simply having a website or a Facebook page is not enough. To truly make the most of these platforms, it’s essential to track and analyze your online performance using analytics. Besides, why put in all the time and effort without tracking, analyzing and optimizing your strategy to perform the best it possibly can.

Don’t let all the analytics jargon scare you! As a small business owner, understanding website analytics can be overwhelming, but it’s essential for measuring the effectiveness of your website. In this post, we’ll break down the top analytic measurements for your website, including traffic, click-through rate, bounce rate, conversion rate, and time on site. We’ll also provide tips on how to improve these metrics to drive more online sales for your small business.

What Are Website Analytics?

Analytics is the process of collecting and analyzing data to improve business performance. When it comes to your online presence, analytics can provide valuable insights into how your website or Facebook page is performing, who your audience is and what you can do to improve your online sales.

In this blog post, we will explore some of the top websites and Facebook analytics measurements that small businesses should be tracking and how they can apply to improving online sales.

What Is The Importance of Understanding Website Analytics?

Understanding website analytics is important for several reasons:

  1. Tracking website performance: Analytics can help you track key performance indicators (KPIs) such as traffic, engagement, and conversion rates, and allow you to measure how your website is performing over time.
  2. Identifying strengths and weaknesses: By analyzing website analytics, you can identify which pages and content are performing well and which ones need improvement. This can help you optimize your website for better performance and user experience.
  3. Improving user experience: Analytics can help you understand how users interact with your website, such as where they spend the most time, where they drop off, and what actions they take. This information can help you improve the user experience and make your website more user-friendly.
  4. Making data-driven decisions: By analyzing website analytics, you can make data-driven decisions about your website’s content, design, and functionality. This can help you prioritize your efforts and allocate resources more effectively.

Understanding website analytics is crucial for optimizing your website’s performance, improving user experience, and making informed decisions about your online presence.

Common Measurement Terminology

There are several website analytics measurements that small businesses should be tracking, including:


This measures the number of visitors to your website. By tracking your website traffic, you can understand how many people are visiting your site, where they are coming from and how long they are staying.

When it comes to increasing website traffic, there are two primary methods: organic and paid. Organic traffic refers to the visitors who come to your website through unpaid search results. This typically involves optimizing your website’s content and structure to rank higher in search engine results pages (SERPs) for relevant keywords.

Some common strategies for increasing organic traffic include:

Keyword Research: Identify the keywords and phrases that your target audience is searching for and optimize your website’s content accordingly.

On-page Search Engine Optimization: Optimize your website’s titles, meta descriptions, headers and content for your target keywords.

Content Marketing: Publish high-quality content on your website and promote it through social media, email marketing and other channels to attract visitors and backlinks.

Link Building: Build high-quality backlinks from other websites to improve your website’s authority and visibility in search results.

Paid traffic, on the other hand, involves paying for advertising to drive visitors to your website. This typically involves running paid search ads or display ads on search engines or social media platforms.

Some common strategies for increasing paid traffic include:

Paid Search Advertising: Run pay-per-click (PPC) ads on search engines like Google and Bing to target specific keywords and audiences.

Display Advertising: Run image or video ads on websites or social media platforms to reach a broader audience.

Social Media Advertising: Run ads on social media platforms like Facebook, Twitter, or Instagram to target specific audiences based on interests, demographics, or behaviors.

Regardless of which method you choose, it’s essential to track your website traffic to understand how your efforts are paying off. By monitoring your website traffic, you can identify areas for improvement and adjust your strategies accordingly.

Bounce Rate

Bounce rate measures the percentage of visitors who leave your website after viewing only one page. A high bounce rate can indicate that visitors are not finding what they’re looking for on your site.

High bounce rates can be a challenge for small businesses as they can result in missed opportunities for engagement and sales.

Here are some tips for decreasing bounce rate:

Improve Website Navigation: Ensure that your website is easy to navigate, with clear labels and easy-to-find menus. Make sure that visitors can quickly find what they’re looking for on your site.

Enhance Website Design: Ensure that your website has an attractive design, loads quickly, and is optimized for mobile devices. A visually appealing website can encourage visitors to explore more pages.

Optimize Website Content: Ensure that your website’s content is high-quality, engaging, and relevant to your target audience. Use headings, subheadings, and bullet points to break up the text and make it easier to read.

Use Calls-to-Action: Encourage visitors to engage with your website by including calls-to-action (CTAs) on each page. CTAs can include buttons like “Learn More,” “Sign Up,” or “Buy Now.”

Improve Page Load Speed: Slow page load times can frustrate visitors and increase bounce rates. Use tools like Google’s PageSpeed Insights to analyze your website’s load speed and identify areas for improvement.

Use Retargeting Ads: Use retargeting ads to bring visitors back to your website. Retargeting ads target visitors who have already interacted with your website, increasing the chances that they’ll return and engage with your content.

By implementing these strategies, small businesses can decrease bounce rates, increase engagement, and ultimately drive more online sales.

Conversion Rate

Conversion rate measures the percentage of visitors who take a specific action on your website, such as making a purchase, filling out a form, or signing up for a newsletter. Conversion rate is an important metric for small businesses because it indicates how effective your website is at converting visitors into customers.

To improve your conversion rate, consider the following strategies:

Use clear calls-to-action (CTAs): Make sure that your website has clear CTAs that tell visitors what action you want them to take. Use attention-grabbing buttons and compelling text to encourage visitors to take action.

Optimize your landing pages: Your landing pages should be focused on a specific action, such as making a purchase or filling out a form. Make sure that your landing pages are optimized for the user experience and that they load quickly.

Simplify your checkout process: If you’re selling products or services on your website, make sure that your checkout process is as simple and streamlined as possible. Minimize the number of steps required to complete a purchase, and make sure that your payment process is secure.

Provide social proof: Use customer reviews, testimonials, and other forms of social proof to build trust with your website visitors. Social proof can help to alleviate concerns and encourage visitors to take action.

Time on Site

Time on site measures how long visitors are spending on your website. A high time on site can indicate that visitors are engaged with your content and are more likely to convert.

Here are some strategies to improve your time on site:

Provide high-quality content: Visitors are more likely to spend time on your website if they find your content interesting and informative. Provide high-quality content that is relevant to your target audience.

Use multimedia content: Use images, videos and other forms of multimedia to make your content more engaging. Visitors are more likely to spend time on your website if they can watch videos, view images, or interact with your content in other ways.

Optimize your website’s speed: A slow-loading website can frustrate visitors and lead to higher bounce rates. Make sure that your website is optimized for speed and that pages load quickly.

Use internal linking: Use internal links to guide visitors to other relevant pages on your website. This can help to keep visitors on your site longer and increase the likelihood of conversion.

By focusing on improving your conversion rate and time on site, you can increase the effectiveness of your website and drive more online sales for your small business.

Click-Through Rate

(CTR) is another essential website analytics measurement that small businesses should be tracking. CTR measures the percentage of website visitors who click on a specific link or call-to-action (CTA) on your website, such as a “buy now” button, a link to your blog, or a form to request more information. By tracking your CTR, you can understand how effective your website is at encouraging visitors to take action. A high CTR indicates that your website is engaging and compelling, and visitors are taking the desired action. A low CTR can indicate that your website needs to be optimized to better encourage visitors to take action.

To improve your CTR, consider the following strategies:

Optimize Your CTAs: Make sure your CTAs are clear, compelling, and prominent on your website. Use action-oriented language that encourages visitors to act, such as “Buy Now” or “Sign Up Today.”

Improve Your Website Design: A clean and user-friendly website design can help visitors navigate your site more easily and encourage them to act. Make sure your website is visually appealing, easy to navigate, and optimized for mobile devices.

Offer Value: Visitors are more likely to act if they feel they are getting value in return. Offer incentives, such as discounts, free downloads, or exclusive content, to encourage visitors to act.

Test and Iterate: Continuously test and iterate on your website design, CTAs and content to improve your CTR over time. Use A/B testing to compare different versions of your website to see which is most effective at encouraging visitors to act.

By tracking and improving your CTR, you can optimize your website for conversions and drive more sales for your small business.

Take Action: Understanding & Improving Your Website Analytics

Now that you have a better understanding of website analytics, it’s time to take action to improve your website’s performance. By focusing on the key metrics we’ve discussed, including traffic, click-through rate, bounce rate, conversion rate and time on site, you can make informed decisions about your website and drive more online sales for your small business. Don’t be intimidated by the data; instead, use it to your advantage and watch your online presence grow.

Don’t have the time or the patience to learn digital marketing? Dealers Digital can help. Contact Us today to schedule a call and let’s grow your business together.

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5 Reasons Why Lawnmower & Tractor Dealerships Need to Own Their Domain Name


  Domain name

What is a Domain Name?

A domain name is the address of a website that people use to find and access it on the internet. It is a unique identifier that distinguishes a website from others and is an essential part of establishing an online presence. For businesses like lawnmower and tractor dealerships, owning a domain name for their website is especially important. In this blog post, we’ll explore why lawnmower and tractor dealerships need to own their domain name and how it can benefit their business. We’ll discuss the advantages of having a domain name, such as building a strong brand identity, establishing credibility, and improving search engine optimization. So, let’s dive in and explore the importance of owning a domain name for lawnmower and tractor dealerships.

How Much Does a Domain Name Cost?

The cost of a domain name can vary depending on several factors, including the top-level domain (TLD) chosen (such as .com, .net, .org, .biz, .info, etc.), the domain registrar used, and the length of the registration period. Generally, a domain name can cost anywhere from a few dollars to several hundred dollars per year. For example, a .com domain name can typically be registered for around $10 to $20 per year, while a more specialized TLD like .law or .consulting may cost more. It’s important to note that some domain registrars may offer promotions or discounts for first-time buyers or for longer registration periods. Additionally, some premium domain names may cost significantly more due to their popularity, marketability, or brand recognition. It’s also worth mentioning that domain names are typically registered on a yearly basis and need to be renewed annually to maintain ownership. Failure to renew a domain name can result in losing the domain, so it’s important to keep track of renewal dates and renew the domain name in a timely manner.

How do I go about buying a domain name?

If your dealership needs a domain name, we can help! Contact Us to get started! To purchase a domain name for your lawnmower and tractor dealership, you will need to follow these general steps: Choose a domain registrar: There are many domain registrars to choose from, such as GoDaddy, Namecheap, and Google Domains. Compare prices, features, and customer support before selecting a registrar that suits your needs. Check domain availability: Once you have selected a domain registrar, use their search tool to check if your desired domain name is available. If it is not available, the registrar may suggest similar domain names or variations that are available. Select a domain name: Choose a domain name that is easy to remember and relevant to your business. Try to keep it short, simple, and easy to spell. Complete the registration process: Once you have found an available domain name, follow the registrar’s instructions to complete the registration process. This may involve providing personal or business information, selecting a registration period, and making payment. Set up domain hosting: After purchasing the domain name, you will need to set up hosting for your website. You can choose to host your website on the registrar’s platform or use a third-party web hosting service, like Dealers Digital. Build your website: Once your domain name and hosting are set up, you can start building your website. This may involve designing a website yourself, using a website builder, or hiring a web developer.

5 Reasons Why You Should Own Your Domain Name

Branding: Owning a domain name that reflects the name of the dealership or the brand of lawnmowers and tractors they sell can help build a strong brand identity. It also makes it easier for customers to remember and locate the dealership’s website. Credibility: Owning a domain name gives the dealership credibility and legitimacy. It shows that the dealership is serious about its online presence and has invested in creating a professional website. Control: Owning a domain name gives the dealership control over their online presence. If the dealership relies on a third-party platform or social media site to host their website, they may be subject to changes in terms of service, platform outages, or other issues that are beyond their control. Customization: Owning a domain name allows the dealership to customize their website to better suit their needs. They can choose their own design, layout, and content, and they are not limited by the restrictions of a third-party platform. Search engine optimization (SEO): Owning a domain name that contains relevant keywords can help improve the dealership’s search engine ranking, making it easier for potential customers to find them online. Additionally, owning a domain name that reflects the dealership’s location can help them attract local customers. Owning a domain name is an important investment for lawnmower and tractor dealerships as it helps build their brand, establishes credibility, provides control and customization, and helps with search engine optimization.

Establish Your Dealership Online

Owning a domain name is an essential step for lawnmower and tractor dealerships looking to establish an online presence and attract customers. By owning a domain name, businesses can build their brand, establish credibility, and improve their search engine optimization. While the cost of a domain name can vary, it is generally an affordable investment that can pay off in the long run. If you’re a lawnmower and tractor dealership looking to take your business to the next level, owning a domain name is a must. By choosing a memorable and relevant domain name, selecting a reputable registrar, and following the necessary steps to complete the registration process, you can set yourself up for success. So, don’t hesitate to take the first step in establishing your online presence today!

Love Your Website and It Will Love You Back

This article originally appeared in the May edition of OPE Business

If you had the chance to hire someone who doesn’t take days off, requires no benefits and was responsible for bringing in the lion’s share of customers to your door, I imagine most business owners would do that in a heartbeat. Clearly, that person doesn’t exist, but your website – the digital front door of your dealership – does all of those things and more. Why then do so many dealers take a “set it and forget it” attitude toward their web presence?

Here are the five things you should be doing to make sure your website is truly working for you and your dealership.

  1. Keep it Updated
    This may seem rudimentary, but websites get stale and need to be updated. Your best-sellers from last year, may not be your best-sellers this year. Featuring zero-turns on your homepage in the dead of winter when your dealership is in Northern Minnesota might cause a disconnect with your customers. More importantly, search engines like Google value content freshness. Keeping your website updated with proper hours, services and catalog information signals to your customers and to Google that you are committed to providing a superior user experience.
  2. Design Matters
    You know what they say about first impressions right? Site design is not an area to skimp. In fact, a whopping 75% of consumers admit that they judge a business’ credibility on the quality of their website design. Showcasing your professionalism is important for every interaction a potential customer has with your business and for many, the customer journey begins when they find your website. In 2021, a poorly designed website is worse than not having a website at all. For dealers, that means you need to have full product catalogs, complete with high quality product images and multiple calls to action to capture user info.
  3. Make it Snappy
    When I first start building websites around 1997 or so, internet speeds were, shall we say, a bit slower than they are today. The general rule of thumb back then was shoot for an average load time of 8.8 seconds for best user experience. Today, 47% of consumers expect a web page to load in 2 seconds or less! If you want to see how quickly your website loads, head on over to and search for “Page Speed Insights” and you’ll be able to see exactly how Google measures your website performance.
  4. Mobile is important, but don’t ignore desktop
    Almost 56% of global web traffic comes from mobile devices, a trend that’s largely gone unchanged since 2017. For dealerships, we’re still seeing a larger percentage of traffic coming from desktop computers and tablets than the national average for other businesses. The reason for this is because lawn and ag equipment is many times a heavily researched purchase decision due the price and financing implications involved. Users will come back to your website over and over to compare models, promotions and financing offers and in our experience, a good amount of that research is still done on desktop devices.
  5. Commit to SEO (Search Engine Optimization)
    Building a website isn’t like Field of Dreams. “If you build it, they will come” has no bearing on the Internet. When you consider that 92% of all website traffic comes from the first page of Google results, you can see how important it is to commit to making sure your name and your brand can be found at the top of search results. It’s not enough to just show up #1 when a customer Googles your business name – that’s what Google Maps/Google My Business is for. The hard part is making sure a customer that doesn’t know you or has never been exposed to your brand can find you easily when searching for things like “lawnmower repair near me” or “Cub Cadet dealer Bardstown KY”. While some technical assistance may be required for long-term SEO efforts, if you want to start making an impact right away with your own SEO efforts, commit to creating content that can be added to your website. This content can take the form of manufacturer specific landing pages or by blogging frequently about your service offerings and promotions. Remember, Google prioritizes freshness and it craves original content. In a world where all of your competitors might be using the same website provider, with same content and the same designs, a little extra effort on your part or direction from a professional, might just be the little bump your dealership needs to outshine the rest.

Like anything else, if you put time and effort and resources into your web presence, the benefit to your dealership is nearly immeasurable. It is the #1 most essential tool you’ll ever utilize for your business so show it some love and it will love you back.

If your business is struggling to be found or your competitors are seemingly EVERYWHERE, we can help. Contact us to talk about SEO for OPE Dealerships & Landscapers.