You run a Web agency. You do a project for a client. Before you put it online, you install Google Analytics and voilà! Project is done. Next!
Does it sound familiar?
If so, I can tell you that you’re not alone.
In fact, most web agencies do that. At first because they are Web design firms oriented towards delivering lots of projects instead of deepen the existing ones.
You see the typical picture, a designer teaming up with a programmer to start their Web development company. Good guys for sure, but maybe lacking marketing and business skills?
So a Web project ends when it is put online, right?
Not really. The first phase might have ended, but the business relation just started. And web analytics is what will keep it alive.
Open our calendar and write down a reminder to call this client in three months. An easy call to schedule a simple meeting to review their investment performance (yes, a website is an investment that should pay back).
You don’t have to be a web analytics guru to use it to drive recurring revenues for your business. Just align the objectives against Google Analytics results, track your metrics with a monthly sales report, and start the dialog with the client:
“We’re not far from target, but we could do better. I have some ideas. Do you want to hear them?”.
You just got yourself some recurring business with a client you thought you were done with. Growing revenues with existing clients is a lot easier than getting new clients.
It’s like your favorite cars dealer who calls you three or four times a year to schedule your car’s oil change. Not much time invested to get easy repeating business, isn’t it?
You can do the same with Web analytics. Just see the project as a dynamic business cycle instead of an static linear one.
You plan, you do, you measure, you adapt. It’s that easy.
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